Stick-It is the only film that was added to the iTunes store on tuesday. This is important for two reasons, 1) it is a control of sorts and 2) It is a $12.99 movie and not a library ($9.99) title. What is the big deal? Well first think about the arguments that have been flying around against the importance of the 125k iTunes Movie Downloads which everyone is now aware of due to Bob Iger CEO of Disney. Many have claimed that the downloads were from Press and Bloggers needing to test the service. Another argument is the general public just wanted to test out the service, and they will not return in the future. And the third major argument is that the number is just not important, since it pales in comparison to song downloads and tv show downloads. Stick-it can help disprove all of these claims and more. Stick-it jumped from dead last position, (since every other film had a 1-week lead, in both time on the store and mentions in the press) to being the #2 selling movie on the store for 3 days running. Stick-it a teeny bopper movie targeted towards teenage girls which faired ok in theatrical release has shot past the other 74 movies on the store to be the 2nd most downloaded movie daily. This movie is also $12.99. Why would anyone "testing" the service buy this when they could try one of the $9.99 films, esp when many people think even $9.99 is too expensive. Stick-it is being downloaded by people who want this film. Not only are they buying it in droves, but the target audience for this movie, not a particularly geeky crowd, found this movie on the store and bought it. This means that iTunes and Apple are successfully spreading the word about the film on the front page of the iTunes store and people care enough to click the link and download it. Plus 1 week in people who wanted to try the service most likely would have tested it by now, so 1 week in a new movie shoots to the top. This example of a so-so film, aimed at a non-geeky audience, at $12.99 without the fanfare of the flashy launch, has rocketed to the #2 position. This seems to be evidence that Apple has a winner on their hand, I can only imagine what will happen when some more mass appeal movies are introduced.