The Jimmy Swaggart Ministries case spooked WTC. They joined him in court as "Friends of Jimmy Swaggart" which gave them insights into how the gov't might come after them. They got out of the contribution for literature business and began mentioning the donation arrangement. That did not generate enough cash for an ice cream cone, so they gradually got out of the publishing for money business and began to focus on their real estate business.
They are selling real estate to cover CSA settlements (In-Court and Out-of-Court) and probably have KH's leveraged as collateral for loans they take. Donations are not coming in as they desire, so they have their linguists feverishly working on a strategy to implement tithing without calling it that. Like shunning, they will claim that they don't, even though they do.
And now the elephant in the room: Loesch looks awful. Do they really think that his face will move the R&F to empty their wallets?
As for the movie studio, I think they are tossing dust in the air to generate excitement and possible donations. If I am wrong, call me out. Like Garrett, my skin is really thick.