It could be 30%. It could be 40%. There is more coming to the distributor. The distributor's fee will be the same as it would be if it were in movie theatres, but then there are no marketing costs, so there is significantly more money coming back to the producer and investor from the other media.
However, it's also important to note that the popularity of a film on digital media—on DVD and on the various what we call “ancillary businesses”—is to a very large extent driven by the marketing campaign when a film is released in theatres, by its success in movie theatres, or by the profile it gets through festivals such as the Toronto International Film Festival. That has a long tail, and it lingers throughout the life of the film. It helps to elevate the film onto consumers' radar much later, when it appears in their homes on pay-per-view or VOD.