Apple wants exclusive early access to movies on iTunes from Hollywood studios

All of this might sound like a fresh approach that could offer convenience to a lot of people, but it's important to repeat that we're talking about a premium service that could cost from $25 to $50 per rental. While this price could be regarded as high if a single individual rents a movie, a group or family of 2+ could easily save money considering expenses for tickets and consumables like popcorn, drinks and sweets.
Naturally, theater chains are not going to be exactly thrilled with the news and could potentially attempt to either slow down or stop any developments into that direction. The common practice is that movie studios provide cinemas with exclusive rights to their creations for at least 90 days before issuing them on Blu-ray/DVD or online. This is something that the motion picture industry has been struggling with for quite some time, but a solution that benefits each party has to be found in order for profits to rise.
Piracy is the other main concern that could influence such proceedings. Apple does encrypt its video files on iTunes, but something as simple as pointing a camera at the screen and recording what's on it can severely compromise returns for both cinema owners and the studios.
A lot of money is involved in this issue, making it very sensitive. Depending on the taken approach, things can either go really well or extremely bad as far as revenue is concerned. One thing is clear though – the world has moved on and new ways must be found in order to entice the customer of today.
source: Bloomberg via Redmond Pie
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