Under a new scheme called Premium Video-on-Demand (or PVOD), Apple is working on getting streaming rights to movies still in theatres. If this happens, it will put iTunes Movies miles ahead of competition a.k.a. Netflix.
AppleInsider reports —
“Apple’s iTunes Movies will probably be a first-choice destination if and when studios and exhibitors finally agree on a window for ‘premium’ video-on-demand — that is, streaming while a movie is still in theatres.”
This would indeed bring a much-needed boost to Apple’s content game, which, to be honest, is in serious trouble right now.
Apple is getting stiff competition from Spotify in Music and iTunes Movies is just being crushed by Netflix. While Music is something Apple is able to hold its ground quite well, at least for now, Movies is something that Apple needs urgent help in.
So it’s good news for Apple that Hollywood studios are also open to the concept of PVOD. In fact, it appears as if the studios themselves are pushing for this kind of deal. Bloomberg reports —
“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 theatres.”
Now before we get all excited about this, let’s get things straight:
- The deal is only for Hollywood movies. It will be quite some time before Bollywood comes on board.
- And even when Bollywood does come on board, the “premium” charged for the service will be extremely high. iTunes Movies is already very expensive (Rs 150 for renting a movie and Rs 500+ for buying it). You can imagine how much more the “premium” service will be!
So while it’s great news for iTunes Movies as a whole, for us Indians, it really doesn’t make much of a difference. And while you guys argue if it’s going to be worth it in or not, I am going to go watch House of Cards on Netflix. Season 5 is out!!