Blockbuster has done this for decades, with editing. It irks me to no end that because some company has a religious agenda (Mormon owned company) that they have to instill their views of what they consider right and wrong down my throat. I lived in Mesa, AZ for about 10 years and they are ranked number 2 for most mormons living in a city and the actual cinemas would edit movies to appeal to their Mormon audience.
I recall seeing "Time Cop" with Van Damme in Phoenix and a buddy wanted to watch it (in Mesa) and the entire "Virtual sex" scene was cut out. I immediatly got up and talked with the manager and complained that I paid seven bucks to watch the entire movie not the "PG" version of the movie and he gave me my money back after balking, but said they had to do that otherwise they would lose money.
My response was, "Oh the Morons ooops Mormons, have no issues with gratutious violence in the movie, but a naked chick and they go friggin bonkers and how would the studios feel if they knew that the cinema was chopping up their movies. It turns out they did mind and directors like Speilberg had a field day with cinemas that edited his movies (like Saving private Ryand and Schindler's List)
My whole theory on this is, if you want to believe in a "God" and feel a movie (clearly rated R) has content that is questionable, sit your arse at home and don't go see it. but don't force your ideals on those who want to see it. That and I find mormons to be the biggest hypocrites considering the number one city that partakes in internet porn is Salt Lake City.
Now before I go off on an even bigger tangent, I better go worship my "magical rocks" and marry my 7th underage wife....oh wait that's right mormons don't do this. (cough-cough Warren Jeffs cough-cough)