iTunes Rental Pricing Flexibility and Earlier Releases
When Steve Jobs announced iTunes Movie Rentals at the Macworld San Francisco 2008 keynote, he said that the digital rentals would appear 30 days after their DVD release. This delay is typically mandated by the movie studios who hold back "on demand" products, such as rentals, for 30-45 days after DVD release to avoid sales cannibalization.
Readers have noticed, however, that several movies are appearing in iTunes Rentals only days after their DVD release. These movies have included The Invasion, No Reservations and Michael Clayton. The delay from DVD release has ranged from 1 day to about a week. It seems the 30 day delay may not be enforced with all releases.
Meanwhile, Apple also appears to have some pricing flexibility with the movies. Last weekend, they ran a "Weekend Movie Rental Special" and discounted Breakfast at Tiffany's rental to $0.99 from the usual $2.99 fee.
Readers have noticed, however, that several movies are appearing in iTunes Rentals only days after their DVD release. These movies have included The Invasion, No Reservations and Michael Clayton. The delay from DVD release has ranged from 1 day to about a week. It seems the 30 day delay may not be enforced with all releases.
Meanwhile, Apple also appears to have some pricing flexibility with the movies. Last weekend, they ran a "Weekend Movie Rental Special" and discounted Breakfast at Tiffany's rental to $0.99 from the usual $2.99 fee.
Top Rated Comments
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52 months ago
very smart! weekend deals like this is a great idea to get people to rent movies that they usually might not watch.
it's also nice to not have to wait for 30 days when the dvd gets released
it's also nice to not have to wait for 30 days when the dvd gets released
52 months ago
I had no idea they had BFT at $0.99 - that's a great idea. Also, any suggestions for setting for SnapzPro on iTunes movie rentals? (Is that legal?)
52 months ago
This is great news how apple is able to have some flexibility
I can assume the 99cent movies, the mmoney is comin from apples pockets though. But thats still good to see apple having cheap movies, it will REALLY encourage people to start renting.
Expecially since at the moment i think lots of people are skeptical about renting online.
I can assume the 99cent movies, the mmoney is comin from apples pockets though. But thats still good to see apple having cheap movies, it will REALLY encourage people to start renting.
Expecially since at the moment i think lots of people are skeptical about renting online.
52 months ago
Interesting. Other movies, however, are definitely being withheld until that thirtieth day, such as Elizabeth: The Golden Age (yes, I've been waiting).
Plus other movies, such as the The Bourne Ultimatum, seem to be missing long after the 30-day mark. :confused:
Plus other movies, such as the The Bourne Ultimatum, seem to be missing long after the 30-day mark. :confused:
52 months ago
that would be great to have them early if i knew i could expect it for all of them...
52 months ago
It makes sense. If the movie sucks then why wait a month for people to rent it.
52 months ago
Apple already has snapz pro on lockdown
How did they do this? What's being done?
52 months ago
The delay from DVD release has ranged from 1 day to about a week. It seems the 30 day delay may not be enforced with all releases.
Does this depend on which studio it is?I think "Michael Clayton" came out on Netflix just today (I got a copy :)), so Apple's rentals are providing real competition.
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