Apparently looking to insure an even more obscene return on their investment, the money men at Sony are demanding that each The Da Vinci Code exhibitor in Italy pay them €5000 -- far above the standard rental rates rates -- for the privilege of having the film on their screens. No lie. According to Sony, they've actually sacrificed tremendously for Italian audiences -- €3 million on marketing! €1.5 million on prints! For 1000 theaters, so everyone can see the movie! -- and it's only logical that they ask theaters to kick in a few extra Euros. Not surprisingly, however, not all Italian distributors feel Sony's pain. In fact, it's been reported that some independent theaters were unable to come up with the money, and are consequently being denied a piece of the massive audiences (who spend money on concessions, as well as tickets) that the film will inevitably draw.