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Posted
21 February 2008 @ 5pm

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99-cent iTunes Movie Rentals

I noticed that Apple had pushed an upgrade to iTunes onto my machine this afternoon, but the far more interesting news is that Apple is going to select a different movie title every week for a 99-cent rental.

That, to me, means that they are not only taking the movie market serious, but that they are really going to push it aggressively into the marketplace. The first film out is going to be The Hours and the special pricing will last from Thursdays to Mondays.

To people who are as cheap as I tend to be, 99-cent is exactly the right price for a movie rental – that is, after all, what the kiosk at my local Safeway charges for an overnight rental as well.

Now if only I had invested in the HDTV…