Re: First Look: iTunes movie rentals
First of all, I'd like to apologize in advance if my math is found to be in error. I make my living as a Flash programmer, not a banker or economist.
It seems as though iTunes movie rentals aren't such a good deal for consumers like me. Consider what happens when I make a movie-run to the Blockbuster store at the corner; renting one new release will cost me $3.49 for three days. On iTunes renting the same movie, assuming it's available, will cost $3.99 for one day's viewing time. It looks like an iTunes rental is much more expensive than one from Blockbuster. Another disadvantage is the time it takes to get to watch the movie; on average, that run to the corner Blockbuster takes me 20 minutes; that's 20 minutes to drive down to Blockbuster, rent a title, and get home. I can be watching the movie 25 or so minutes after getting the urge to watch it. One thing does puzzle me; Steve Jobs said I could start watching an iTunes rental a few seconds into the download. I don't understand how this is possible given my experience last night.
At my house the internet comes in via a Qwest DSL connection of 1.5 mbps. It can take as much as three hours for a movie to download; for example, last night I purchased The Magnificent Seven from iTunes (I like Steve McQueen). I began the download at midnight when no one else in my family was online. Sure enough, it took a little over three hours. The downside here is that the movie is only a little over two hours long. Does this mean the playback will stutter or that the movie will buffer for an hour before it begins to play?
The biggest disadvantage to an iTunes rental has to do with my kids. It concerns the 24 hour viewing limit. It seems to be some badge of honor for my kids and their peers to be able memorize a movie's dialogue and cool scenes for discussions with their friends. My kids, smart as they are, aren't going to be able to memorize a movie in such a short time.
One more thing: I was on a university campus the other day; I bought Apocolypto from iTunes and started downloading it while I listened to a presentation. I was amazed the movie took only 8 minutes to finish downloading. Of course it's because the speed of the network connection on campus was so high. I wonder what'll happen when people start renting movies on their employer's networks?
Anyway, that's my take. Movie studios, are you listening? Buying is better than renting.