Macworld: Jobs Unveils iTunes Movie Rentals (AAPL)

Dan Frommer | January 15, 2008 12:45 PM

As anticipated, Apple's Steve Jobs unveiled iTunes movie rentals during his Macworld keynote. Most reports predicted that Apple wouldn't be able to sign up every studio, but this morning Pali's Rich Greenfield predicted that every major studio would be on board. He was right: Touchstone and Miramax, MGM, Lionsgate, New Line, Fox, Warner Bros., Disney, Paramount, Universal, Sony.

The problem: You'll still have to wait a bit to see the movies. Though Apple will have more than 1,000 movies available, it won't have "day and date" releases: iTunes rentals will be available 30 days after the movie comes out on DVD.

Rentals will last for 24 hours and must be activated within 30 days of purchase. HD rentals will rent for $4.99, "DVD quality" new releases for $3.99; older titles for $2.99. Movies will work on Macs, PCs, iPods, the iPhone, and on the new, updated Apple TV "take 2."

See Also: How Will Apple's Movie Rentals Stack Up Against The Competition?
iTunes Movie Rentals: Winners And Losers

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8 Comments

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David Dugan said:
I love almost everything about movie rentals in iTunes under the current structure, except that the 24-hour viewing window really sucks (a restriction which is not unique to iTunes by any means). I've written about this on my blog at length, but for anyone who actually works for a living, or has kids, or ever leaves their apartment, the 24-hour viewing period really means you have to watch the whole movie in a single sitting, which is not always practical.

The studios really need to relax this restriction to at least 36 hours, or iTunes movie rentals may fail as spectacularly as all the other services have. Since the studios have finally put their eggs into Apple's basket, I have to believe that they want this to be successful.

http://www.daviddugan.com
Gordon Mattey said:
We have a choice

a) continue to use scaffolding like Apple is to prop up the existing media value system to try to reverse the obvious decay of TV, decay of Film (in theatre, on DVD), and decay of Music.

b) innovate and reinvent the media value system - redesign the way TV / Film / Music is produced and experienced.

The interests of the viewers/listeners, networks and creative talent are not aligned.

We can sit on the sidelines and come up with new products and services to support the incremental and frankly insipid evolution of media. Or we can challenge the fundamental economic principles and architect new foundations.

What would you rather be doing?
chuck said:
The success will depend on the bitrate. So far none of the 'streaming rental' solutions hasn't offered anything even resembling the quality of the pirated movies (8G per 720p movie, bitrate ~8MBps). If/when anyone offers comparable quality we'll witness The Big Internet Crumble - current wires simply aren't made for this kind of load. Alas.

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