With major studios talking about the possibility of movie rentals becoming available as soon as two weeks after debuting in theaters, Bloomberg reports that Apple's been pushing for such early access. Historically, theaters are given exclusive rights for 90 days before titles become available through DVD and online formats.
21st Century Fox, Warner Bros. and Universal Pictures all confirmed over the past week that they are looking to offer high-priced, home-video rentals of new movies shortly after they open in theaters. Some studio executives have been pushing to allow home rentals as early as two weeks after theatrical debuts and are considering a deal with iTunes as one option, according to Bloomberg, quoting unnamed “people, who asked not to be identified because the discussions are private.”
Though there are no details on what Apple is proposing, a move to make just-released material available through iTunes or another Apple property could represent advantage for studios and Apple alike. For instance, such an arrangement could help iTunes stand out in a crowded online market for movies, TV shows and music.