The chain in question for the above case was Cinesa (part of AMC Theaters - a US chain).
It all boils down to competition rules and consumer protection legislation in the place of operation (Spain/EU in this case).
As the article and FTC point out, we will need to evaluate the power of certain companies in certain realms to see if they are stifling competition in some way and legislate accordingly.I
It's not allowed in Germany because of something we call "house right" or "domestic authorithy". The Theater has the right to forbid it and can't be prosecuted. Since I know they barely making money off the movies, I can understand their unwillingness to allow it.
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