MacRumors.com

NYTimes reports on Apple's efforts to bring more content and visibility to the Movie section of the iTunes Store.

On November 20th, iTunes will serve as the exclusive launch for the independent film "Purple Violets" directed by Edward Burns. This is the first time that a feature film will make its commercial debut on iTunes.

In late September, iTunes also distributed a free 13-minute short "Hotel Chevalier" as a promotional vehicle for the film "Darjeeling Limited".

Apple's iTunes movie segment has seen some success but still houses less than 1,000 titles. Movie studios have reportedly been reluctant to provide additional content due to disagreements in pricing and digital rights management.