How can I re-rent a movie that has expired?

I recently rented a movie on my Apple TV and watched half of it before it expired.

I want to rent it again so I can finish watching it, but every time I got back to the movie, it says Play, I click Play and it says "Continue Watching" or "Start over" and no matter which one I choose I see the movie is expired message. Wouldn't it make sense at this point to ask "Re-rent?"

I have went back to try to re-rent this movie several times over the last week and I always get the same message.