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iTunes adds independent video producer

updated 10:05 am EST, Thu March 1, 2007

iTunes adds indie video

Apple's iTunes Store has begun selling an independent snowboarding action film called "That" made for DVD by Forum Snowboards. The addition of an independent film marks the first time iTunes has sold video content outside of an established network or large studio, and suggests that the Mac-maker may consider future deals with independent artists to sell videos via its market-leading digital storefront. The indie content is priced at $1.99 in the iTunes TV section, however, rather than the feature film area where most titles are priced at $9.99, according to Variety. "That" runs for roughly 30 minutes, so despite its $29.99 original price tag Apple apparently decided to place and price the video as a TV show. "We're thrilled to be able to pioneer an agreement like this with iTunes," said Mike Nusenow, general manager of the Program, Forum's parent company.

by MacNN Staff



  1. vasic

    Joined: Dec 1969


    an end run?

    This move may signal some major future changes. While it's unlikely that Tom Cruise would go out of business of getting 20M per flick, the independent creators will finally have an entry. It has never been less expensive to produce a film than today. Technology advancements have made affordable what was once in the range of hundreds of thousands of dollars. Cheap HDV camcorders can be and are successfully used to produce feature films of near-theatre technical (as well as artistic) quality. Just like with music, artists now need very little more than talent and inspiration.

    Well, making films is one thing; showing them and selling them is another. With this move from Apple, artists will finally gain entry into the market where it was impossible to enter unless you are a big studio. The barrier of entry is now low enough that the audiences will finally have a way to find stuff other than Mission:Impossible 14 and Rocky XXVII. Let's hope this changes everything for the better.

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