Itunes movie will not play on tv with hdmi cable

I just bought a moviie on itunes and trying to play it on my tv screen. I have a macbook pro that plays this movie ok, but as soon as i connect it to my tv with hdmi cable, the movie plays a few seconds and then stops playing.

I tried both mirror and arrange screen options. Since I do not use itunes often for watching movies, is this always the case (copy protection) or should i spent more time in resolving this?