"Purchase New Movies on iTunes Same Day as DVD Release
Starting today, movie fans can purchase new releases from major film studios and premier independent studios on the iTunes Store on the same day as their DVD release. New releases and catalog titles will be available from 20th Century Fox, The Walt Disney Studios, Warner Bros., Paramount Pictures, Universal Studios Home Entertainment, Sony Pictures Entertainment, Lionsgate, Image Entertainment and First Look Studios."

I just wish the price was a bit lower, as you can often buy the DVD for the same price or less (at least with the sales during 1st week of DVD release here).
BTW - Apple's not the only one doing this - NYTimes has a related article today Studios Selling Movie Downloads and DVDs at the Same Time.

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