IP Democracy: Apple Beefs Up Exclusive Film Selection on iTunes

The New York Times' David Halbfinger has this piece today about the growing selection of original movies and shorts on iTunes. Edward Burns' upcoming film "Purple Violets" will have its premiere via iTunes on November 20, a first commercial debut for Apple's online movie store.

Granted, movie studios passed on theatrical distribution for the indie film because it was deemed too limited for a national release, but still it's the kind of content that will distinguish iTunes from its rivals and give Apple a greater degree of independence from Hollywood. Apple's already had a taste of success with "original" content by distributing at no charge via iTunes Wes Anderson's 13-minute short film "The Hotel Chevalier," a prequel to the "The Darjeeling Limited," which has been downloaded 400,000 times since September 25. ("Hotel Chevalier" is now being shown in theaters along with "The Darjeeling Limited" and isn't available via iTunes anymore.)

Given the bumptious relationship that Apple has with Hollywood over the sale of films and TV shows via iTunes, Apple is very smart to expand its content supplier pool beyond the major studios. As I've said before, if Apple wants to make iTunes a success, it's going to have to make strategic investments in original content. As is the case with "Purple Violets" and "The Hotel Chevalier," Apple doesn't have to actually go out and make the films from the ground up. It just has to build ties with filmmakers who do.

Posted by Cynthia Brumfield on October 23, 2007 7:48 AM to IP Democracy