Netflix Just Gave iTunes A Big Fat Kiss

A new movie came out on DVD this week called The Invention Of Lying . It's co-written, co-directed, and co-starring Golden Globe host Ricky Gervais and looks mildly entertaining enough that I want to rent it. So I load up Netflix to add it to my queue — but wait, according to Netflix, it's not available until February 16. Why? Because it's a Warner movie and as such is subject to Netflix's idiotic new 28-day rule (they can't rent Warner new releases on Netflix until after they've been available for purchase in retail store for 28 days). Well that's just great. So all hope is lost, right? Nope. iTunes has it available for rent today. Because Apple did not agree to enter into a deal with Hollywood that restricts them from renting movies during this 28-day window, it was available not only to buy but also to rent this past Tuesday on iTunes, the same day it was released on DVD. While iTunes has its own series of somewhat convoluted rules with regard to rentals (for example, some movies are restricted from being rented when airing on premium cable channels like HBO), in this instance, they hands down beat Netflix at their own game: rentals. And thanks to this new 28-day window, which the other major studios will undoubtedly have interest in getting from Netflix as well, this is something we could see a lot more of: iTunes, Amazon, Xbox Live, and yes, even Blockbuster Online being the go-to sources to rent new releases.