everyone is experimenting
Disney: Mulan on D+ for $30, on TOP of d+ sub. Will it attract even more D+ subs? Thats a big guaranteed revenue stream for them, if they can get people to sub to D+ and stay subbed by putting out 8-15 "big" movies (that you pay extra for!) every year, it probably is more overall money than theatrical release for Disney. The shitty thing is probably Netflix is looking at this and thinking "hmmm.... how can we start charging a premium for new shit..."
Universal, Warner Bros: experimenting with VOD. Scoob, Trolls World Tour, King of Staten Island, and others are going straight to VOD for $15-25. Trolls made over $100m in 3 weeks, 85% of which goes to the distributor for VODs. Probably way more profitable than if it had gone to theaters. They get even more money later when the movie is sold to streaming sites like Netflix or HBO.
I imagine between the backlog of movies that are all waiting to be released and new productions starting up (New Zealand is filming Avatar right now for example) its gonna be harder and harder for Hollywood to figure out how much they care about movie theaters.