New payment secure regulation is implemented by card issuers for extra fraud protection and requires you to complete an additional verification step with the card issuer when paying. It directs you to an authentication page on bank`s website and to enter a password associated with the card. For recurrent payments it need to be done once for payments to be successful in further. For movie rental it might still ask again additionally to go through authentication process while purchasing the rental content, for that please go to my account > payment details > press to your existing card and update your payment method.
About payment secure regulations more detailed here: