Agreed. The school district/PTO/whoever made the decision is in the wrong. But perhaps sending a bill, the legally allowed solution, wasn't the best solution. That's all. If it truly was a first offense from that district, a letter detailing the law and offering a solution going forward if they want to show a licensed movie again might have been a better move than a bill going backward.
Simply from the PR perspective of big company/public school, the big company is going to come out with egg on their face. Which is exactly what happened. And then Iger paid the bill, which was a good call, but the "after" is rarely as useful in PR purposes as the "original". Overall, this cost more to Disney than the $250 was worth.
I expect Disney, and Movie Licensing USA, will amend their procedures going forward. Just because you are in the right doesn't mean you made the correct choice. That being said, because you made a fuss and got away with being in the wrong, doesn't mean you should be rewarded going forward either.
