"An error occurred loading this content" problem for rented movies

I have an AppleTV 2 connected via Ethernet to my BT Home Hub router and HDMI to my TV. My OSX (Lion), iTunes and AppleTV software are all up to date.
Everything works fine apart from renting movies. When I rent a movie, it shows I can play it rather quickly (too quick in my mind, I thought you had to wait for a certain amount to download) so this is strange. BUT when I do go to play it it states:
"An error occurred loading this content. Please try again later"
There is no other error to inidicate the issue. If I do try later (sometimes 2 days later) I still get the error.
I tried downloading Hall Pass, The Eagle and The Adjustment Bureau, all were the same.
I can stream YouTube and Radio from the net, I can stream music, pictures and video from my iMac OK. Its only rented movies.
I contacted Apple and they basically told me there is nothing wrong with the content so sent me some standard troubleshooting links none of which help, and said to post if here. So Apple will not help any more.
This used to work fine, some months ago I rented a couple of movies OK. The only things that would have changed since then are possibly upgrading AppleTV software (I dont know if I did this after renting a movie OK), and upgrading to Lion and to iTunes latest software.
Would any of these upgrades, especially to Lion, affect AppleTV rented movies???
Thanks

I have the same issue, to temporarily fix it go to Settings > General > Restart.  When it restarts the movie should play.  You have to do this for each movie for the most part.

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