Given the choice between buying a physical DVD and grabbing a downloadable iTunes version of the same movie, you might choose what’s behind door #2 for convenience, iPod playability and speed; that is, if you’re willing to wait it out while the DVD-only window ticks away. Up until now it’s been about 30-45 days post-DVD release, with a few exceptions, before the iTunes version showed up. With a report from the NY Times yesterday that Warner Brothers was moving to “day-and-date” digital release, simultaneous with the disc ship, we expected to hear something from Apple promptly, and we have.

According to this morning’s press release, it’s bigger than just Warner Bros. Multiple studios’ films — 20th Century Fox, The Walt Disney Studios, Warner Bros., Paramount Pictures, Universal Studios Home Entertainment, Sony Pictures Entertainment, and more — will now be delivered to iTunes customers at the same time that DVD buyers can snag them in stores. “American Gangster” and “The Diving Bell and the Butterfly” are two of the first movies available on the new ship schedule.

Even Apple TV users can get in on the fun. You now have the option of buying movies directly on your Apple TV, whereas before today you could only rent movies from Apple TV. Sure, it’s not groundbreaking considering you could buy the movie on your Mac and transfer it to your Apple TV, but it’s nice to see the added layer of convenience.
Apple TV owners will also note a new “Top Sellers” category in the “Top Movies” page, an additional option for those times when you want to crowdsource your movie selection.



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