If I were Bruce Willis I would sue their asses off...but that's another matter.
Like it or not we're in the middle of a Social War in America right now. "Shots" have already been fired. (CBS/RATHER/MEMO/UN LETTER AMMO DUMP)
What can the Right do about it?
Actually, I don't have a problem with this. The owner of the film and the video store are in agreement -- no one is being cheated out of anything, and they can do what they like with their own property (IP or physical property). It will be largely ineffective, as it is onyl preaching to the choir.
What can the Right do about it?
Buy copies of Farenhype, Stolen Honor, etc., and either give them away to undecided voters or make a deal with local video stores to rent them for free for a week (and then they get to keep the copies to rent/sell).