The iTunes Store as the new cineplex? It’s not quite as crazy as it sounds, as the second prominent filmmaker in as many months today announced he would premiere a film exclusively through Apple’s iTunes. Edward Burns, director of “The Brothers McMullen” and “She’s the One,” announced in the New York Times that he would follow in the footsteps of Wes Anderson by releasing his movie “Purple Violets” exclusively through iTunes on Nov. 20.
“I don’t know that this is the model for the indie filmmaker who makes a movie with a cast of unknowns,” said Mr. Burns, who stars in his film with Debra Messing, Selma Blair and Patrick Wilson. “But there are plenty of people with nicer screening rooms in their basements now than at some of those art-house theaters. And I felt there’s got to be a better way to get these films to people who want to see them at their moment of highest awareness.”
Pundits are naturally taking this as a sign that Apple is finally trying to get serious about movies on iTunes. Though the company has succeeded wildly in selling music and TV shows through the service, few film studios have signed up thus far. This is Apple’s first-ever exclusive feature film deal. What do you think? Brilliant ploy or rip-off of Radiohead’s business model?
Pete Mortensen is a design strategist for consulting firm Jump Associates and the co-author of Wired to Care: How Companies Prosper When They Create Widespread Empathy, a book and blog that are significantly more interesting than you might initially think. Pete’s particular Apple avocations are both around design–interface and industrial. Follow him on Twitter!
