In an attempt to increase movie sales, Apple is pushing out more alternative content on the iTunes Store. Today, they've spruced up their "Music Movies" library and added a landing page to promote upcoming releases. Music Movies are music-themed movies, concerts and documentaries that generally feature exclusive content and behind-the-scenes footage.
While the selection is currently limited, Apple does offer a few movies that are not available anywhere else, such as an exclusive Kings of Leon concert DVD among other selections such as U2's "Rattle and Hum" and "John Lennon Imagine". In addition to the added content, a prominent landing page has been created that is dedicated to this genre of film.
Apple also plans to negotiate early access to music-themed movies and is trying to make the content available for download long before it is available in stores.