Apple in talks to offer in-theatre movie rentals on iTunes

Anousha Sakoui and Alex Webb, Bloomberg:

21st Century Fox Inc., Time Warner Inc.’s Warner Bros. and Comcast Corp.’s Universal Pictures all confirmed over the past week that they are looking to offer high-priced, home-video rentals of new movies shortly after they open in theaters. 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, said the people, who asked not to be identified because the discussions are private.

One option is a premium-priced online rental for new movies, at prices of $25 to $50, a possibility under consideration at the studios, according to people with knowledge of the matter.

It definitely sounds like the studios are itching to make this happen sooner rather than later – super cool. I would absolutely pay to stream in-theatre movies at home, but $50 is way too expensive. Even $25 is a stretch, though movie tickets are hitting that range (at least in Toronto). I don’t see why an at-home rental, even for a movie that’s still in theatres, would need to cost double or triple the price of a movie theatre ticket.

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