The situation here is crap. As Android users, we pretty much need to root to get anything done. But in order to rent movies, we're not allowed to root. Would people give up rooting for movie rentals? No. So the only other paths are either pirating, or no rental at all, which means no monetary transaction. Ball's in your court, Google.
also google play is going to be huge, i firmly believe this will be the next itunes... but better
pretty extreme opinion