In an age of pre-branded franchises and social media currency, DiCaprio is a Hollywood unicorn, able to gross hundreds of millions of dollars without wearing a cape, wielding a lightsaber or even having an agent. Will Tarantino's 'Once Upon a Time in Hollywood' extend or break the streak?

"'Stuber' should not be the same price as 'Avengers,'" says one distribution veteran as cinema chains debate whether to get more creative about what they charge.