Apple is reportedly looking at the prospect of bringing freshly released movies onto its iTunes platform during their theatrical run.
According to Bloomberg, the company has been in talks with film studios 20th Century Fox, Warner Bros., and Universal Pictures to bring movies to home audiences as early as two weeks after releasing in theatres.
Should a deal come to fruition, it’ll mark a huge shift in the industry which has long given theatres and cinema operators a 90-day window of exclusive rights to new films.
Early rentals of the films are expected to come at a premium, with suggestions of somewhere between US$25 to US$50.
The move also signals the growing dominance of digital platforms as an essential part of a film’s life and the falling significance in theatres.
Apple are not the only ones in the space, with Sean Parker’s Screening Room entering the fray as well. The platform aims to stream newly-released films on TVs for US$50 a movie.
Film creators are also becoming for receptive to the idea of home streaming, with top directors James Cameron and J.J. Abrams publicly backing Screening Room.
Along with Netflix’s move into producing its own films, theatres may soon have to fear the worst.
There’s no doubt that experiencing a film on the silver screen is like no other, but with televisions advancing in terms of resolution and size, it might not be too long until the demise of the cinema. Only time will tell.