Apple pushes for iTunes rentals of movies still on big screen
Apple could potentially offer iTunes rentals for movies that are still in theatres, a report said on Wednesday, which would give it a rare advantage over other rental platforms.
Apple is currently pressing studios for earlier access, according to Bloomberg sources. This coincides with 21st Century Fox, Warner Bros., and Universal confirming that they'd like to offer rentals shortly after a movie premieres -- the Bloomberg sources indicated that some executives are aiming for a gap as little as two weeks, and considering a deal with Apple as an option.
Regardless, Apple has been pursuing shorter windows for a while, the sources commented. One concern studio executives are believed to have is piracy -- while Apple uses DRM to prevent easy copying, a person could simply record their TV or monitor and share the video online. While this in itself is nothing new, here it would cut into ticket sales and not just the usual Blu-ray, DVD, and/or online numbers.
Early-access rentals would likely come at a high cost. With or without Apple, studios are allegedly considering prices between $25 and $50 -- as much or more than a pair of theater tickets, and far more than it costs to buy many older movies outright.
Under common agreements, theaters typically have the exclusive rights to a movie for 90 days before rental and purchase windows open.
Apple hasn't done much to stand out in the online video market, in spite of iTunes being baked into multiple platforms including iOS devices and the Apple TV. If it became one of the only ways to watch movies in theaters, though, it could gain the loyalty of more customers.
Apple is currently pressing studios for earlier access, according to Bloomberg sources. This coincides with 21st Century Fox, Warner Bros., and Universal confirming that they'd like to offer rentals shortly after a movie premieres -- the Bloomberg sources indicated that some executives are aiming for a gap as little as two weeks, and considering a deal with Apple as an option.
Regardless, Apple has been pursuing shorter windows for a while, the sources commented. One concern studio executives are believed to have is piracy -- while Apple uses DRM to prevent easy copying, a person could simply record their TV or monitor and share the video online. While this in itself is nothing new, here it would cut into ticket sales and not just the usual Blu-ray, DVD, and/or online numbers.
Early-access rentals would likely come at a high cost. With or without Apple, studios are allegedly considering prices between $25 and $50 -- as much or more than a pair of theater tickets, and far more than it costs to buy many older movies outright.
Under common agreements, theaters typically have the exclusive rights to a movie for 90 days before rental and purchase windows open.
Apple hasn't done much to stand out in the online video market, in spite of iTunes being baked into multiple platforms including iOS devices and the Apple TV. If it became one of the only ways to watch movies in theaters, though, it could gain the loyalty of more customers.
Comments
As as for the prices, I don't go to the theatre much at all due to the insane prices. I go to the cheap theatres if I go at all. There's one I can even walk to, if I'm feeling motivated, and it's fine old classic theatre.
There's zero motivation for me to see a film in a primary release, corporate theatre. It's going to cost me & my companion $30+ for a film we might not like, and we will be PAYING to watch commercials for 20+ minutes. Screw that!
Dinner at a place we know we will like is a far better use of the disposable income we don't have (and is often cheaper, plus leftovers!).
To be honest, there are plenty of movies that are decades old that are classics and great movies, and I'd rather watch one of those instead.
I also choose to only go to a premium theatre, with expensive ticket prices and nice, comfy seats, because I know that hardly any families with hordes of annoying kids will be there.
I can not stand rude people and lowlifes with no class or manners talking and being disruptive doing films.
I also have an ok set up at home, and I far prefer to sit on my couch and view a nice movie, instead of going to the theatre.
I can definitely see merit of having the opportunity to see a movie, that's still in the theaters, in the comfort of my home. Those that deride the proposed costs of $25 - $50 have not recently paid to bring a family of 4 or 5 to the movies. My kids are grown and out, but I remember those days.
The comment "Apple hasn't done much to stand out in the online video market, in spite of iTunes being baked into multiple platforms including iOS devices and the Apple TV." is pretty lame. iTunes still offers the easiest way to rent movies that are unavailable on Prime or Netflix. (Which is almost every recent release.) With rental costs between $.99 and $5.99, it's not too bad.
Oh yes 4K AppleTV is much needed to launch along side this as well. Even better still team up with someone to make an AppleTV 4K+ projector oh and a beats wifi sound bar, beats wifi sub and beats wifi remote speakers that can be moved out the lounge room for movie nights in the works as well.
It's funny the more you think about the more you realise Apple's iTunes/Music isn't the integrated eco-system Apple pride themselves on.
Still I know a few families with children who have autism I think they would find this a very valuable service.
Do you mean Dolby Atmosphere or Atmo?
I think allot of people (myself included) have started to avoid movie theaters partially for the cost, but also the people. All you need is a 60" TV with a decent sound sound system (neither of which is out of reach of your average working class family any longer) and you pretty much have a theater experience. Plus you can drink your wine and smoke your smoke.
That said 4k would be the clinch pin.
Pirating could be a problem, but I'd want to emphasize could because let's be frank, DRM will at least keep honest people honest and what dishonest person is going to spend $50 to pirate a movie? If you don't have $50 to watch it how do you suddenly have $50 to pirate it? Yes people buy BD for that same reason, but even that isn't as expensive and sure you can share with others, but it seems that scene is dying a slow death in the developed world.
Not to mention all of the setup to get that job done for which you'll need a decent computer, hard drives etc etc. it's that kind of crap (in the face of now easily accessed media) that keeps people from pirating these days. It's just a bit too much effort for anyone with a life.
Just finished up with Westworld, for example. Absolutely stunning. Nothing in the cinema this year has come close for me.