Apple in talks with film studios for early movie rentals

Apple is pressing Hollywood studios for earlier access to movies, according to people with knowledge of the matter, a move that would bolster the company’s iTunes business.

21st Century Fox Inc., Time Warner Inc.’s Warner Bros. and Comcast Corp.’s Universal Pictures all confirmed over the past week that they are looking to offer high-priced, home-video rentals of new movies shortly after they open in theatres.

Some studio executives have been pushing to allow home rentals as early as two weeks after theatrical debuts and are considering a deal with iTunes as one option, said the people, who asked not to be identified because the discussions are private.

The most recent talks are part of longer-running efforts by Apple to get new movies sooner, two of the people said. Such an arrangement could help iTunes stand out in a crowded online market for movies, TV shows and music. While the iTunes store helped Apple build a dominant role in music retailing, the company hasn’t carved out a similar role in music and video streaming.

The studios could end up choosing another technology platform instead of Apple to deliver movies more quickly to households.