To see our content at its best we recommend upgrading if you wish to continue using IE or using another browser such as Firefox, Safari or Google Chrome. British movie fans can now rent and buy films through Apple's iTunes music store, after the company announced a series of deals with major Hollywood studios.
Films produced by Paramount Pictures, Walt Disney Studios, 20th Century Fox, Warner Bros, MGM, Sony Pictures and Lionsgate will be available for rental and purchase on the same day that they are released on DVD. Over 700 films will initially be available, including I am Legend, starring Will Smith, and National Treasure 2: Book of Secrets, starring Nicolas Cage.


Customers will be able to download the films to their computers, and watch them on a PC or Mac, or transfer them to their iPod, iPhone or Apple TV set-top box. That means British customers will pay significantly more for their movie rentals than their US counterparts.
Steve Jobs, Apple's chief executive, has in the past blamed such pricing discrepancies on VAT, and the fact that doing business in the UK is "more expensive" than in the US. Apple said that customers with broadband internet connections will be able to start watching a film within seconds of choosing to rent it, and will then have 30 days to watch their rented movie before the download expires.


Once customers have started watching a movie, they have 48 hours to complete their viewing. The announcement comes just days before Jobs is expected to unveil a new and improved iPhone, and underlines Apple's commitment to video on-demand content.



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