“Apple Inc. 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,” Anousha Sakoui and Alex Webb report for Bloomberg.

“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 theaters,” Sakoui and Webb report. “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 Cupertino, California-based 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,” Sakoui and Webb report. “Hollywood studios typically give theaters exclusive rights to new movies for 90 days or more before issuing them on DVD or making them available for online purchase. With cinema attendance mostly stagnant and home-video revenue flat in recent years, film companies are under pressure to find new areas of growth.”

Read more in the full article here.

MacDailyNews Take: Ever try shooting in 4K off a 4K UltraHD display? It’s not half bad. The studios are going to have to learn to live with the analog hole if they want to allow home rentals as early as two weeks after theatrical debuts. They also have to deal with movie theaters going out of business even faster than they are now.

Is this a reason why iTunes Store and Apple TV are handicapped with the lack of 4K? They don’t want pirates shooting early releases off TV screens? Wouldn’t pirated content at 1080p suffice for cheapskates?