The digital cinema rollout brought cinemas everywhere to a uniform technology, for the first time in generations, and perhaps for the last time ever. This one-time event is often celebrated as the new norm. But in truth, it is anything but normal. Consider the distribution challenges of just one movie – last year’s The Hobbit: The Battle of the Five Armies – and you’ll begin to understand what I mean. Diversity is already returning to the cinema footprint. To best live with it, we need better tools to manage it. To do that, we need to fix the digital cinema package.