Hands-on with iTunes movie rentals: quirky and restrictive, but dead easy

Perhaps overshadowed by yesterday's MacBook Air announcement is Apple's big move into movie rentals. The fact that all the majors have joined the on-line offering makes it a compelling service to say the least. That is, if it's as easy to use as they say. Is it? Read on for the first hands-on.

Update: Discovered something interesting about the aspect ratio... hint: it's not 16:9.

So here we have the new Movie rentals section in iTunes. By our count, 150 films are available to rent at the moment. We'll chalk that up to the initial ramp up with an expectation of a far beefier catalog in the hours and days ahead.

Hey, where's the HD version Steve-o was showing off during the keynote? Oh right, HD flicks are only available when rented from Apple TV. What a gyp. Ah well, clicking "Rent Movie" anyway to see what we get for our $3.99 new release.

Yippee Ki-aye muther... we love debt!

Blah blah blah.

Done. But not really. Nothing happens. No download, no activity, just back to a blank page. Huh? Let's go back and click "Rent Movie" again.

After that hiccup, we're back in action. The movie has been added to the Downloads queue.

Go Bruce, go.

After 3 minutes and 100MB of data transfered to our disk we're prompted with an option to start watching the film. Let's do it.

Uh, we hear the audio but there's no film. What the hell? Did we just burn lunch money for audio?

After fumbling around looking for the video in Spaces and Expose, we found it. Where? In that little corner window of iTunes. Obvious if you use iTunes regularly for video, not so for the vast majority of people who will be trying this for the first time. A click on the arrow will eventually bring up the Now Playing window.

Click the Now Playing window to expand.

Hello Bruce.

Ah... full screen on a 30-inch, 2560 x 1600 pixel LCD display. Honestly, it looks and sounds surprisingly good. Certainly better than we had expected.

The download continues. Video playback remains smooth throughout.

30 minutes later, the 1.5GB file is down over our 10Mbps DSL pipe.

A new "Rented Movies" directory shows up in our iTunes library. Clicking "More Info" gives you some more information about your rental. The expiration time appears in the upper-right corner. The 24-hour viewing clock is already ticking since we started watching the film during download. Really, who can wait the 30 day maximum before watching a film they just rented?

Don't worry, Apple is happy to nag you about your rentals.

Damn, have to run out. Let's try to transfer the rental to our iPod like Steve showed us during the keynote.

iPod plugged in, ready to sync and... er, what's this? How come our Video tab looks nothing like Steve's? Oh right, the rental transfers to iPods are for current generation "iPod classic, iPod nano with video and iPod touch models" only. Where's the firmware love Apple? Our iPod is only one generation old!

After locating the file on our hard drive (~/Music/iTunes/iTunes Music/Movies) we discover some interesting details about our download. So what aspect ratio is 853 x 356 pixel exactly? 16:9, 4:3, or some iphone proprietary ratio sitting in between? None of the above. It's actually a cinematic 2.39:1.

So yeah, we rented a second flick -- Zoolander. Note the variation in pixel density which also results in a 2.35:1 aspect ratio. Looks like iTunes renters are in for a crapshoot.

Oh, and in case you're wondering, yes we tried to open the file with VLC and other media players. No luck, the file is locked down tight with Apple's own flavor of special DRM sauce. You can see a few individual frames of the film but no video. iTunes is the only capable player.

Conclusion
Despite the few quirks we experienced, the steps required to rent from iTunes were dead simple and the ability to play the movie after just a few minutes of clicking "rent movie" was a big plus for our Type A personalities. Assuming you have the bandwidth that is. Sure, we're not talking HD video or 5.1 audio here. Nevertheless, the quality was surprisingly good when displayed full-screen on our 30-inch, 2560 x 1600 pixel display -- even when sitting at keyboard-length from the monitor.

Perhaps the most telling result of our experience is this: we're tempted to rent again, soon.

[COOCOOBEE @ Jan 16th 2008 4:08AM]

Now if we could just get in Canada..

[Jake @ Jan 16th 2008 6:57AM]

I tried upgrading last night (from Canada) because it specifically said that the upgrade would give me movie rentals.

When I got to the license agreement I got the craziest license agreement I've ever seen. These are, in no way touched up - I swear.

http://www.kennedydatasolutions.com/images/agreement.gif
http://www.kennedydatasolutions.com/images/agreement2.gif

[punk @ Jan 16th 2008 6:36PM]

you are missing a font it seems and it substituted a poor one :)

[Jake @ Jan 16th 2008 9:38PM]

I know, but it was good for several laughs. Doesn't that first word look a lot like "Engrish?"

[Blake @ Jan 17th 2008 11:10AM]

Xbox Live Video Market place is better anyways and you can get HD movies. They offer twice the movies too.

[max andrews @ Jan 16th 2008 4:16AM]

24 hours? seriously? That's pretty lame for $2.99/$3.99/$4.99 a pop, especially considering blockbuster's freedom pass (unlimited movies $25 a month) or netflix. The prices would be worth it if it was a week long rental, but a single day? C'mon. Also HD rentals should not be any more expensive than normal rentals. Stop holding HD back guys!

[jd @ Jan 16th 2008 4:26AM]

image you can find any movie you want in itune. i think it is a big plus.

people like convenience, being able to get the movie without drive to block buster is a plus.

now, all they need to do it make it easy to use for people older than 35+.

[yoshi @ Jan 16th 2008 5:02AM]

People older than 35+ are the ones who built the whole interweb that you're currently using. And pretty much pioneered every other cool thing out there as well. Return your geek card now please.

[caleb @ Jan 16th 2008 8:14AM]

While I agree it is a bit steep, it's the same price range Comcast charges me for On Demand movies. The restrictions are similar, 24 hours to view, except Comcast doesn't give you the 30 days or, of course, the ability to go portable.

[ray @ Jan 16th 2008 8:27AM]

i think the problem is that Apple makes brilliant software and hardware, but they always kinda screw up with some superfluous rules when they come to reality.

[Nikkoli @ Jan 16th 2008 8:55AM]

I agree... those prices are steep! I think I will stick to Redbox (http://www.redbox.com) They are only $1 for a 24 hr rental.

[Tim @ Jan 16th 2008 9:56AM]

Redbox is $1, but you need to physically pick it up and drop it off. Can you transfer it to a portable device? Do you have access to HD movies? Do those kiosks let you choose from over 150 movies?

That's why RedBox is $1 and iTunes charges more.

Most likely Apple did this setup to get all studios on board. It's a fairly standard pricing structure for those who want instant gratification (ComCast OnDemand being one of them). Bringing the movies to portable devices is great.

And for those whining about paying more for HD - grow up. Early adopters pay more. If you have an HD display (whether it be a nice laptop, LCD monitor or HDTV), I'm sure that extra $1-2 is chump change to what you paid to watch it on.

[Thomas Gill @ Jan 16th 2008 11:05AM]

The 24 hours is only from the time you start watching the movie. You have 30 days from date of rental before you must begin watching. Unbox on TiVo has the same restrictions.

TEG

[waded @ Jan 16th 2008 11:45AM]

XBox Live Marketplace rentals are similarly restricted to 24 hours.

It'll be interesting to see who breaks this 24-hour limitation first... Apple is not the first to have it, but hopefully the last, to have it.

[Zak @ Jan 16th 2008 12:25PM]

You can keep the rented movie on your hard drive for 30 days after you download it if you want to, the 24 hour thing only applies once you start watching it. I don't think that's unreasonable.

[DoctaDJones @ Jan 16th 2008 12:29PM]

I don't understand the need for the 24hour restriction. Why not make it a week.
99% of my rentals from Netwflix are watched only once, even if I keep the DVD for a week. If I watch my movie once, I'm not going to pay again to watch it two days from now. So by extending the period to a week they would be losing no money at all, and making the customer happier.
They need to add the ability to purchase the rented movie after watching it for the standard price minus what you payed to rent it.

[nathan.wong @ Jan 16th 2008 12:34PM]

Unfortunately that's how the Xbox Live movie downloads work too. You have 24 hours to watch the movie.

[YO_VINK @ Jan 17th 2008 12:24AM]

Good thought DoctaDJones. Paying the difference after renting it would be a great way to not only boost sales of iTunes movies, but also promote a feature others do not have. That way making both rentals and purchases more desirable. I dig.

[jack @ Jan 17th 2008 2:32AM]

@Tim
"Can you transfer it to a portable device? Do you have access to HD movies? Do those kiosks let you choose from over 150 movies?"

By portable device you mean an iPod no older than 6 months, and by access to HD movies you mean a brand new Apple TV box is required, and 150 movies is nothing, RedRoom the australian equivalent of Red box has machines with thousands of discs.

So while Redbox may have its limitations lets not downplay the serious limitations of the new iTunes rental system.

[andrew @ Jan 16th 2008 4:16AM]

Hey engadget,

I'm not sure if you know this, but the word "gyp" is a derogatory racial stereotype of gypsies. You wouldn't use "jew" as a verb, so why use "gyp"?

[Yahhoun23 @ Jan 16th 2008 4:28AM]

Gypsy, give me your tears. If you will not give them to me, I will take them from you!

[Prey521 @ Jan 16th 2008 4:45AM]

LOL who the fack cares about gypsies? I'm 29 and have been using that word (gyp) since I was a teenager and not once have I heard about it being a derogatory word. Mind you, I'm not saying you're wrong, but really, who cares about gypsies?

Oh, and iRentals FTL, no thanks, I'll stick with Netflix.

[m @ Jan 16th 2008 5:52AM]

the answer to your stupid rhetorical question is gypsies, and all others who aren't "facking" racist a-holes. he's not wrong: it's not even the half of it. the nazis murdered over 500,000 gypsies, and the survivors and their descendants continue to suffer horrible prejudice from people such as yourself.

seriously, engadget, that was a major lapse in editorial judgment. fix it now.

[Scott @ Jan 16th 2008 7:04AM]

dear god, this world has become way too friggin politically correct. Let me get this straight, your offended by a word that is only offensive in a different context than engadget is using?

"omg he said gyp! I know what that word means and it wasent used in a racial context but I'm still going to bitch and moan! Lolz!"

Troll.

[portwineboy @ Jan 16th 2008 7:35AM]

Funny how most dictionaries say that the etymology of the word is in question and that no direct evidence exists that gyp comes from gypsy.

"However, direct evidence is lacking, and the term arose in the US, where gypsies have been less common than in Europe. Gypsies don’t call themselves that, by the way, but Roma, from their word Rom, a man. The verb only began to appear in print near the end of the nineteenth century and took some time to become well known" http://www.worldwidewords.org/qa/qa-gyp1.htm

[John @ Jan 16th 2008 8:49AM]

Are you going to tell me that it's not ok to use the phrase "welsh on a bet" either? The terms no longer have anything to do with the ethnic groups they came from, and if anything you should just be glad that people can't see a connection between "gyp" and "gypsy" without your pathetic whining.

[David @ Jan 16th 2008 11:05AM]

The OED is uncertain of the etymology (I went and looked, out of curiosity), but certainly enough people believe it to be a racial slur to make use of it in any context problematic. For those of you complaining, I would present the scenario of a funeral - there would be nothing necessarily implicitly offensive in, for example, laughing loudly at a joke. But you would (hopefully) refrain anyway, out of respect for others.

[Sporkinum @ Jan 16th 2008 10:16AM]

I was afraid that apple was going to gyp me, so I wrote to them to try to jew them down.
My friend bet me they would do it, but he alway welshes on a bet.

[CapnVan @ Jan 16th 2008 11:04AM]

From American Heritage Dictionary: "n.
1. A fraud or swindle.
2. One who defrauds; a swindler.

[Probably short for Gypsy.]"

Dictionary.com: "[Origin: 1885–90, Americanism; back formation from Gypsy]"

From Wikipedia: "A slang, pejorative term referencing Gypsies"

It's inappropriate in journalism. That's the bottom line. There are other word choices available to convey the same meaning.

It's not "pathetic whining." It's called being aware of how other people react to words. But then, since you have apparently no understanding, we'll just assume you're white and dumb.

[Reid @ Jan 16th 2008 11:21AM]

I'll come out and say it, I'm sick of gypsies trying to beg my money off of me. Go away.

[Dr.Awesome @ Jan 16th 2008 12:10PM]

"I f*ckin' hate pikeys..."

"wut the fook du I wanta caravan datts got no fookin wheels?"

[ZeroCorpse @ Jan 16th 2008 2:29PM]

Sigh.

I don't see a lot of gypsies in America to get upset over this. When the NAAGP gets involved, I'll worry.

And as for the rest of the world, you can't tell me that gypsies are beloved members of society. They got the reputation for being thieves and swindlers because they *were* thieves and swindlers. I'd think they'd be proud that the very idea of swindling someone has adopted their name.

I'm Welsh/Native American. Don't preach to me about words and slurs. When this country stops naming sports teams "Redskins", I'll worry about the poor, downtrodden gypsies. I deal with it, just like the aforementioned "Welsh on a bet" phrase, which is basically referencing the fact that a bet with a Welshman is likely to never be paid.

But those poor gypsies! They were slaughtered by the Nazis!

And my ancestors were slaughtered by the white people. `Funny how time and it not happening even close to my generation makes me not give a shit, and judge things based on context and modern intentions. I joke about it with my best friend (she's Black) by saying her people were just enslaved, while mine were either butchered or made to act white. . . And the latter is worse!

We're decidedly not Politically Correct.

In other words, shut up. If it offends you, file a complaint with the gypsies. I'm sure the gypsy version of Al Sharpton would love to march on Engadget. He'll quote the gypsy Martin Luther King Jr., and then we'll all see the error of our ways.

[shadesofmike @ Jan 16th 2008 4:26AM]

Using it right now in Australia and, its awesome!

[Chrysilis @ Jan 16th 2008 4:35AM]

You are? I'm in Adelaide and see no movies option in the store. I updated to iTunes 7.6 this morning...

[Beau @ Jan 16th 2008 4:38AM]

Oh really??
With an actual Australian account or a US one? :-)

[shadesofmike @ Jan 16th 2008 5:41AM]

US account.

[Tim @ Jan 16th 2008 4:32AM]

Again there's the Apple branded middle finger salute to European customers..Cheers for that. Guess I'll have to muddle through with my unlimted dvd/game rental service from Lovefilm for a tenner a month...I use my ps3 at the mo to watch downloaded media on my lcd anyway & I dont see Apple helping Sony out with playing drm'd mp4 files any time soon. :O(
Still ho hum, must be nice to get your mits on the movie you fancy in three mins as opposed to 3 days...

[mentalsticks @ Jan 16th 2008 7:35AM]

I agree. I can't even get music videos in my store! the only video is three (yes, that's 3) shitty Pixar flicks.
that said, I don't think that it's coincidence that the European iTunes stores are consolidating. the other good thing about that is that I'm quite fond of some French diddies which I'll finally be able to purchase.

[Skeezle @ Jan 16th 2008 9:07AM]

You can always play with your Zune in the meantime..

[Tim @ Jan 16th 2008 9:41AM]

Hehe the irony of that psuedo Fanboy MS sark comment is that the Zune isn't sold in Europe either.

[Tid @ Jan 16th 2008 10:45AM]

I think thats the point..

[Zak @ Jan 16th 2008 12:39PM]

I don't suppose it ever occurred to you that Apple has to jump through an entirely different set of hoops to get EU movie rentals going? Or do you really think Apple just doesn't care about EU customers?

[karts41 @ Jan 16th 2008 4:45AM]

Led Zepplin Engadget?

[John @ Jan 16th 2008 5:27AM]

Grrr, what's with all the hating!? I think its an AWESOME service..

24 hours is only fair to be honest.. They give you 30 damn days to watch the thing, and then unless you're sad, you usually only watch it once, if you like it, you buy it.. Simple as.

I'm in Europe, and sure i'm a little annoyed that we don't get it at the same time, but this isn't Apple's fault.. They only provide the service, but there are a ton of rules, regulations and restrictions that they have little influence over. We're lucky to get the thing this year itself! Remember Xbox 360's service? That took time to get here as well, and the catalog is still pants in comparison..

[Jon @ Jan 16th 2008 10:19AM]

I have a bad habbit of falling asleep on movies...48 hours would have been perfect for me since it usually takes me two tries to get through a movie! lol
Working for a living sure is tough!

[Michael Chastain @ Jan 17th 2008 12:26AM]

Even 36 hours would satisfy me, but 24 hours is too short. If I start watching a movie in the evening and get interrupted, by the time I get home from work the next day it's too late to watch it.

The 30 day period is plenty generous, but give us just a little bit more time to watch for those of us who have unpredictable lives.

[Mr. S. @ Jan 16th 2008 5:29AM]

Bad Idea: Paying $X for renting a film like a video store.

Good Idea: Paying a monthly subscription for renting films like netflix.

I just recently had this talk at a Starbucks with a friend and we debated the different strategies for DRM infused entertainment data. It was concluded that both systems listed above have their use, but both should exist together for both music and movies.

I am willing to pay $1 for a song that i will then own, and I will enjoy that song for the rest of my life. I am also willing to pay $10 for a movie that i really enjoy, but i'm not wiling to pay for rentals and throw money away on films i can care less about. I am totally willing to give Apple $20 a month and the cost of a Apple TV if i could download as many films as i wanted, or even a limited amount per month. Or how about a limited amount of downloads with roll over! This i would be happy with, and will quickly stop giving Netflix my money and might even consider not getting a BD player!

So Steve, remember me? I'm that guy that you met in the elevator that one time at IL1. You asked me how i liked the new Mac OS X, and I told you it was incredibly unstable and slow and that I would never switch from Max OS 9.2.1. Ya, thats me! Anyway, please use the momentum of this rental system to get a subscription based system online too. Then I will give you even more money, and I'm willing to bet that a lot of other people will as well.

P.S. Oh and Steve... I changed my mind on Mac OS X, and i think you should put the logo back in the center like your originally wanted.

[Evan @ Jan 16th 2008 9:18AM]

"Bad Idea: Paying $X for renting a film like a video store.
Good Idea: Paying a monthly subscription for renting films like netflix."

Bad Idea: Waiting months while your Blu-Ray movie selections sit in your netflix queue.
Good Idea: Being able to watch a movie within a minute of deciding to rent it.

"I am also willing to pay $10 for a movie that i really enjoy, but i'm not wiling to pay for rentals and throw money away on films i can care less about."

If you don't care about a film, why are you watching it?

[Shunnabunich @ Jan 16th 2008 1:24PM]

I think they were right to move the logo out of the center of the menu bar — what if, y'know, the actual menus need to extend that far?

[Michael Long @ Jan 16th 2008 5:41AM]

It appears that all of the studios have joined the online RENTAL service, but the movie PURCHASING side of the fence may still be a bit thin.

http://www.iSights.org/2008/01/apple-nabbed-st.html