Today at the E3 video game convention, Disney and Microsoft announced that you are now able to rent Disney films to your Xbox through the Xbox Live Marketplace. In the press release Disney says, Xbox 360 owners will be able to rent popular Disney films on demand as they become available, such as Bridge to Terabithia, Miramax Film's The Queen and Touchstone Pictures' Déjà Vu.
There is really no downside to this. Disney is just making their content available on another platform. It doesn't matter how folks get a Disney movie, just as long as folks get the movie and Disney gets its fair share of the revenue. As new ways to get content continue to emerge, the entertainment market continues to fragment. Not all of these avenues will be succesful, (remember self-destructing DVDs?) but Disney doesn't get hurt if one of these ventures fails, they only benefit when one succeeds. Disney only loses if they don't try. All of these ventures are putting up the money and Disney is in a great position because each of these enterprises needs content to be succesful.