Universal, owned by Comcast (which is in the home-delivery business), has staked out the most aggressive position and ideally would like a title to be made available for home viewing for $40 after 10 days. Warner Bros. — which AT&T is buying — has put forth a proposal for $50 after 17 days.
Source: CinemaCon 2017: Studios push competing proposals for premium video-on-demand | Hollywood Reporter