The UK service was quietly put into effect early Wednesday morning. At that time there was no link to Films on the iTunes front page, users instead needed to click on any one of the iTunes Store categories (Music, Music Videos etc.) in order to see the link that takes you to the new Films page.
Since we ran this story this morning, Apple’s released information offering more detail about the service: Films from major studios including 20th Century Fox, The Walt Disney Studios, Paramount Pictures, Warner Bros. Entertainment, Metro-Goldwyn-Mayer Studios Inc. (MGM), Sony Pictures Television International and Lionsgate UK are available now.
A catalog of 700+ film titles available now include "Team America, World Police", "300", "Manchurian Candidate", "Matrix", "School of Rock", "An Inconvenient Truth", "One Flew Over The Cuckoo’s Nest", "Reservoir Dogs". Films appear available for rental and purchase (sometimes one or the other). Apple will release new titles through its service on the same day as they ship on DVD, the company said.
“We’re kicking off movies on the iTunes Store in the UK with over 700 films for purchase and rent”, said Eddy Cue, Apple’s vice president of iTunes. “We think customers in the UK are going to love being able to enjoy their favorite movies on their iPod, iPhone or on a widescreen TV with Apple TV”.
Films cost £6.99 for library titles and £10.99 for new releases. iTunes Movie Rentals are £2.49 for library titles and £3.49 for new releases, while high definition versions are priced at just one pound more. And, unlike in the US, UK users have 48-hours in which to complete watching of a film once they begin playing it.