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Apple Negotiating to Offer Rentals for Movies Still in Theaters, but at a Price

Apple wants to bring new movies to iTunes more quickly, and is in talks with several film studios over rights that would allow it earlier access to content, reports Bloomberg.

Warner Bros, Universal Pictures, and 21st Century Fox are all seeking deals to offer higher-priced rentals of new movies as soon as two weeks after they debut in theaters, and the studios are said to be considering an offer from Apple.

itunesmovies
Like Apple Music exclusives, access to earlier releases could draw more people to Apple's platform, but encryption is said to be a concern. Studios aren't sure whether iTunes will be a secure platform for showing movies that are still in theaters, because content can be recorded and leaked online.
The most recent talks are part of longer-running efforts by Cupertino, California-based Apple to get new movies sooner, two of the people said. Such an arrangement could help iTunes stand out in a crowded online market for movies, TV shows and music. While the iTunes store helped Apple build a dominant role in music retailing, the company hasn't carved out a similar role in music and video streaming.
Most major movies that debut in theaters are not available on iTunes and other streaming platforms for a period of 90 days, but film companies are said to be looking to expand beyond theaters to find new revenue streams.

At least one option studios are considering involves a $25 to $50 fee for a new rental, which is potentially more affordable than a movie theater ticket depending on how many people are watching a film.

No deal has been established as of yet, and it's possible the film studios could decide to offer the rights to a competing company.

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Top Rated Comments

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26 months ago
$50 dollars for a rental? i guess thats courageous too
Rating: 38 Votes
26 months ago
Even if folks can't decrypt the iTunes encryption, I bet the quality of the "cam" bootlegs will dramatically increase. :)

If it's in the $20-$30 range, I'd be willing to pay for this. I'd much rather watch a new release at home than in the theaters around where I live.
Rating: 22 Votes
26 months ago
We should start by having movies worth watching.
Rating: 21 Votes
26 months ago

They should have a movie subscription pass. I've got a movie pass for a cinema in the U.K. It's £18 month. Why not just extend that to digital showings? Oh that's right, because they cinemas would complain they aren't extorting people for money when they buys drinks or popcorn.


They aren't extorting people. The theater makes very little money on the movie tickets sold and has to make a large majority of their profits with concession sales.
Rating: 17 Votes
26 months ago
This is proof the Apple Watch is a flop
Rating: 17 Votes
26 months ago
so we get a hd rip within two weeks? I wonder if the studio's take that risk
Rating: 17 Votes
26 months ago
*begins to read article*

Wow, I am well into this idea! This could be the service of my dreams!

*gets to the pricing*

Nope.
Rating: 11 Votes
26 months ago
$25 Sounds like a good deal to me. Even $50 is cheap.

Movie ticket is $18 , popcorn , candy and a drink is usually $15. If I take a date it's x2


It cost $20 for 2 to go to the theater


Since when are movie tickets $10 each for adults?
Rating: 11 Votes
26 months ago

so we get a hd rip within two weeks? I wonder if the studio's take that risk

It's not a bad idea, but pretty pricey. At $50, I probably wouldn't do it. At $25, I'd probably use it occasionally. If they get it down to $15-$20, I'd use it a lot. Only 2 people in our household so it doesn't make financial sense for us if it's priced for 3+ people watching.

What would sweeten the deal and get me to consider using it more at the higher price is if they'd apply part of the rental price to purchasing the movie when it becomes available for sale later on. Let's say they charge $35 for the rental (while in theaters), but then a few months later you can buy the movie at a $10 discount ($10 instead of $20). Or something like that.
Rating: 11 Votes
26 months ago
50$ to rent a movie and PROs are complaining about 80$ dongles for months!
Rating: 9 Votes

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