Apple TV 4 watching movies lifestyle 001

Bloomberg is reporting that Apple is in discussions with Hollywood studios about eventually offering home rentals for new movies two weeks after they’ve hit the silver screen, but at a price.

New flicks are usually available for purchase on the iTunes Store 90 days after theatrical releases, followed by rentals two to four weeks later.

Movie studios are now said to be discussing rentals two weeks after they open in theaters though encryption is among the concerns in these talks, the article notes.

Sources say Apple is “pressing” studios for earlier access to movies, with 21st Century Fox, Warner Bros. and Universal Pictures all considering this option. “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,” reads the report.

One of the possibilities put forth in these talks calls for setting the price of new movie rentals between $25 and $50 a pop. By comparison, the iTunes Store prices new movie downloads at $19.99 while rentals are significantly cheaper at $4.99 or $5.99.

The iTunes Store introduces movie rentals in January 2008.

Apple wants to get new movies sooner as a way of growing its Services revenue while content owners need new revenue streams amid stagnant cinema attendance. Still, nothing is set in stone as the studios could ultimately partner with one of Apple’s rivals.

And this on encryption technology requirements:

One of the concerns about iTunes is whether it will be a secure platform for delivering movies that are still in theaters, the people said. While Apple encrypts iTunes video files so they can’t easily be duplicated, it’s possible to use a camera to record a movie playing on a TV screen. A leak of picture that’s still in theaters would jeopardize returns for the studios and cinema owners.

Apple, of course, uses its proprietary FairPlay digital-rights management system to limit playback to the same Apple ID used to buy the movies. Additionally, Apple devices enforce digital content protection (DCP) over HDMI and other digital video standards.

If those technologies don’t placate the studios, I don’t know what will because the combination of encryption, DCP and FairPlay has for the most part discouraged the majority of users from finding workarounds.

If what the studios are saying has merit, then why aren’t they mentioning those who’d capture Netflix movies playing on their TV and share them online?

Source: Bloomberg

  • Wilber Alexander Flores


    • TechnoBuff

      That i completely agree with you.. People will find a way around it..

  • James G

    This would be great for parents of newborns who can’t get to the theater as easily but don’t want to wait months to see a movie!

  • Zack Morris

    I wouldn’t even consider paying unless 4K udh was an option.

  • Stefano Polo

    This story got me real excited about the future….until I read $25-$50 a pop….who the hell would pay that!?!?!?!

    • Brandon Davis

      I just took my kids to the movies this weekend… between ticket prices and snacks $25 would be a bargain and even $50 would’ve been cheaper than what I spent total.

      • Stefano Polo

        Yea I thought about it after I posted. With friends and family, it’s not that bad. Friends can even chip in. But for someone who lives by themselves like myself, it’s not worth it.

  • Mark S

    I guess for people who aren’t tech savvy this is what they do…

    “it’s possible to use a camera to record a movie playing on a TV screen.”

    I’d gladly pay $25. The convenience is worth it. No driving somewhere and dealing with crowded lots, standing in line to get your ticket taken, no crowded noisy theaters with people and their stupid cell phone addictions. Total quiet so you can hear everything in the movie. No one constantly walking around going to the bathroom.

    • Innes

      you forgot to mention being able to pause the film if you need a pee!

      • philip Mills

        lol allways going to the loo
        yes the sounds good