Apple Working With Hollywood To Make Latest Movies Available On iTunes Earlier Than Usual

It usually takes months for the latest movies to make it to Apple's iTunes and other online platforms. That might change soon, as Apple Inc. is reportedly in talks with top Hollywood studios, convincing them to make new movies available on iTunes for purchase or rental a few days or at most two weeks after their cinema release.

The move is part of Apple's effort make new movies available and give iTunes an edge over its competitors in the online entertainment market, Bloomberg reports, citing sources with direct knowledge of the matter. iTunes needs a big boost because it still lags behind its major competitors in the online streaming business like Netflix and Amazon.

It's not just Apple, however, that's making a move. 21st Century Fox, Warner Bros., and Universal Pictures plan to offer online rentals of newly released films and are said to be considering iTunes as one of their options, according to Bloomberg.

Officials from Hollywood studios acknowledge the potentially huge market for new movies that are made available online, such as on iTunes, earlier than usual. Among the plans reportedly being discussed is to make films available for rental for $25-$50.

There is resistance, however, from movie cinemas, which want new movies exclusively theirs for some time. Theaters usually have at least three months of exclusive rights over new movies before Hollywood studios release DVDs or make the films available online for purchase.

There are also concerns over piracy or some people stealing content from iTunes despite its strict encryption system, The Verge reports. Still, others believe making new movies immediately available on legitimate platforms like iTunes would, in fact, defeat piracy.

Should this deal push through, Apple and Hollywood studios all stand to benefit from it, BGR says. iTunes will have more subscribers, while movie studios will find another lucrative source of revenue.