updated 10:25 am EDT, Mon August 8, 2011
Apple steps up video efforts
Apple and Orange UK have launched a new iTunes movie rental program, Film to Go. Every Thursday, Orange customers will be able to get a code for a free iTunes rental, although only one pre-determined selection is being offered each week. The first movie is My Blueberry Nights; some other planned titles are The Wrestler, The Ghost and Che: Part One.
To qualify, people must be a Home Broadband customer or a mobile subscriber with a monthly, pay-as-you-go or business plan. A rental code can be obtained through the Film to Go website, its official app, or by texting "FILMTOGO" to 85060. As is normal with iTunes a rental can be synced between computers and Apple devices including iPods, iPhones and iPads.
The promotion may be a small symbol of Apple's attempts at reinvigorating iTunes video. The process began with the second-generation Apple TV, when the company also inaugurated 99-cent TV show rentals. Most recently it enabled streaming purchases on the Apple TV, and redownloading shows in iTunes. A rumored service called iTunes Replay is allegedly being hampered by obstacles in negotiations.