At the end of last month, when the Financial Times wrote that Apple was going to offer Fox new releases for rental via iTunes, I asked the all important question: Who is brave enough to follow Fox’s lead?
Today it appears that Warner Bros. is joining the party (Bloomberg report), suddenly making iTunes movie rentals much more viable than renting only Disney and Fox films. To date, just Disney sells newly-released movies on iTunes, with Paramount, Metro-Goldwyn-Mayer and Lionsgate offering older titles. None of the studios rent movies via iTunes. Continue reading »