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Apple wants iTunes rentals just two-weeks after cinema release

The movie theatre industry and the home rental market have traditionally maintained a respectful distance from each other down the years, but Apple may be looking to change that.

According to a Bloomberg report, Apple wants to offer movies through iTunes just two weeks after they’re released at the cinema.

That would be a big change from the current status quo, where home renters have to wait three months following the theatrical release and then a couple of weeks more during the digital purchase window.

According to the sources, Apple is ‘pressing Hollywood studios’ for earlier access and talks are ongoing.

Just this past week 21st Century Fox, Warner Bros. and Universal pictures have confirmed they’d be open to higher-priced early rentals that could cost anywhere from $25-$50.

However, the studios in question may choose to opt for another platform rather than rely on Apple to push out the early rentals.

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The report says there is internal concern among studio bosses as to whether iTunes could be relied upon to deliver movies securely.

It reads: “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.”

An alternate option could be the Screening Room service, developed by Napster founder Sean Parker.

This tech, which also aims to bring releases to the home concurrently with the theatre, aims to combat piracy through a watermark that makes it possible to track down a leak.

It doesn’t seem as if Apple would have to push itself too hard to introduce similar tech.

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Would rentals two-weeks after they hit theatres be welcomed by you or should the magic of the cinema release window be respected? Share your thoughts below.

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