Along with the iTunes update we noted earlier, Apple has introduced a new weekly special movie rental for 99 cents. Macrumors reports that each Thursday Apple will make available a new movie at the special price, good until the following Monday. You'll have the standard 30 days to watch it. The first special this week is The Hours (iTunes link).
This looks like a clever move to jump start the movie rental business. We can only hope that they'll also consider adding HD versions through Apple TV as well.
[via Infinite Loop]