The basic business model of the modern Hollywood production company is that they will lose money on most of their projects, but have one very profitable release to make up for the loses of a few. It's a far riskier model than that of the classical studio system, and films like Mars Needs Moms and Jonah Hex (also a Legendary Pictures release, which lost ~$37 million on its budget, which kicks The Dark Knight under the one billion mark when aggregated) can crush a company if they're not prepared. Even a tycoon like Disney doesn't enjoy losing the near $200 million that Mars Needs Moms lost them. In addition, it's not a very nice time for the industry as a whole. Theater revenue is dropping, putting financial strain on the whole system. Piracy only takes money out of the system. It's not absurd in any sense that corporations wan't to protect their assets and property as much as possible, especially in unstable financial times.
Theater revenue is dropping due to high ticket prices and overall crappy movies. Mars Needs Moms and Jonah Hex were just bad movies.
Make ticket prices lower, produce movies that aren't remakes of board games/old tv shows, only bring out 3D on special occasions (their intake is dropping and getting on people's nerves now), lower concession stand costs and then people will come back to the theaters.
It's what Jesus would do.