The most prominent circumvention of studios may be "Purple Violets," a romantic comedy by famed director Edward Burns. Although well-reviewed and costing only $4 million, the movie has not attracted theatrical distribution, prompting Burns and his company to sell it through iTunes starting on November 20th. This will mark the first time a full-length movie has premiered on iTunes; the ultimate goal, though, is to offset production costs and build steam towards screenings in major American cities. iTunes is said to be attractive to short filmmakers, who have not typically had a means to make money on their output, but less so to feature producers, for whom the iTunes market is still too small. Burns partner Aaron Lubin remarks that furthermore, as a result of their iTunes deal, DVD distributors have been offering lower advance payments, expecting digital sales to eat into profits.