Apple is reportedly discussing with various Hollywood studios to allow users to watch movies on iTunes. If they come to an agreement, Apple iTunes users may get early access to certain films.
Apple iTunes Hoping to Strike a Deal with Various Studios
Bloomberg reported that Universal Pictures, Warner Bros. and 21st Century Fox, among others are looking for lucrative rental contracts for new movies, which can be shown as early as two weeks after these launch in theaters. The studios are reportedly meeting with Apple about a potential offer.
Featuring new films immediately on Apple iTunes would definitely draw more users, although encryption is still an issue. This is because studios are uncertain whether the platform is secure enough to show new films. It is very common for content to be recorded and leaked by various sources on the internet.
Most major films are not available on iTunes and other streaming sites until at least 90 days from the time these launch in theaters, but Hollywood studios are looking to expand beyond theaters showcase movies in other platforms. The studios may also look for another technology platform instead of Apple iTunes if the encryption continues to be a concern.
Pros and Cons of Early Access to Apple iTunes
Making new movies available at an earlier time on Apple iTunes can cater to a growing customer base, as well as prevent piracy. One option may involve renting out movies to users at $25 to $50, which is more affordable than spending for several movie tickets.
Theater chains, on the other hand, have long tried to maintain control over new films. Some outlets would even boycott movies that were launched too soon for home viewing. Cinemark Holdings Inc. stated that it is searching for ways to benefit all concerned and are holding preliminary discussion to create a premium window for home entertainment.
Variety stated that in the meantime, Napster co-founder Sean Parker is working on a new service as well, called The Screening Room. His project aims to offer early home rentals as well as include watermarking technology to identify leaks.
Representatives from the Screening Room have been meeting with all major Hollywood studios and are reportedly getting close to finalizing some deals. Apple iTunes may be left out since the Screening Room aims to be the exclusive content partner. A deal involving Apple iTunes is expected in the next 18 months.
