The Mouse tried an experiment that didn't deliver.
... [O]nly six weeks after Disney's Tangled was released in theaters in [Portugal], the animated film was offered for a limited time on Video On Demand for 24.99 euros ($32.73 U.S.). Disney declined to discuss the results, but by all accounts, it wasn't considered a success, attracting fewer than 1,000 hits. ...
I think our fine entertainment conglomerates are in a conundrum, trying to exploit product in the most efficient (and lucrative) way possible. Piracy is always breathing down large companies' necks, so it's understandable for them to try different delivery systems.
But apparently the thirty-two buck price point was a trifle high. Even when you have a hot entertainment item -- and Tangled was clearly hot -- people are only going to shell out so much cash to see it. (Just ask all the record companies that discovered their $16 CDs didn't go over when there were other, cheaper ways for customers to acquire the music.)