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The truth is that $29.99 is the current de facto standard price for digital UHD. It's what Vudu, Google Play, and Sony's 4K store are charging. Of course the studios want to maintain that price!

On the flip side, even though I'm all about digital, it makes no sense to buy at that price. $29.99 (sometimes a little less) is also the standard price for UHD Blurays. And at that price I get a great bundle:

1. UHD Bluray for best quality in my home theater. No streaming will be able to beat UHD discs for quite some time.
2. HD Bluray of the same movie. Throw it in a disc binder and keep it in the family vehicle. Boom, you got top quality entertainment for road trips (rear seat entertainment system).
3. Digital HD code. "Good enough" quality for spur of the moment watching on mobile devices.

At $29.99 for digital only 4K, the value just isn't there. Now, if Apple can break that pricing model (Fat chance! Why would the studios agree?) and get us 4K for $20, I'm interested.
 
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Considering most 4k releases are blown up from the most common master format (2k) you are actually paying for 10% more pixels and interpolation artifacts. I swear, the film industry has no idea what it's doing atm.
 
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Wow! 203 posts and no one seems to be wondering why Apple is "scrambling" to make deals at almost the last moment. Shouldn't the biggest, most profitable company in the world have the human & financial resources AND plan to know they are going to roll out a 4K:apple:TV in the Fall of 2017 and be striking these deals many months or even a year or two BEFORE that.

How does a corporation the size of Apple get down to the last 2 or 3 weeks and not yet have content deals locked down? It's not like they are exactly new to selling video in online stores.

I wonder what "ongoing for some time" means in actual number of days or weeks? For example, is "some time" Data's "nearly an eternity" in First Contact... or is it actually weeks or months?
 
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Don't know if this has been mentioned but a lot of movies were finished at 2K resolution. Many movies from the 2000's and even some more recent films only have 2K masters. Lots of recent 4K blu rays are just upscaled 2K releases... So you are not getting much of a quality upgrade over HD. That and probably the lack of Dolby Atmos a $19.99 price is justified.
 
Hollywood is crazy greedy. I just looked up on iTunes "Raiders of the Lost Ark", a movie made in 1981....... $16.99! Ok may be it's expensive because it was a blockbuster.... but then I see "The Princess Diaries" , not really a blockbuster, at $17.99 !!! Who in their right mind shells out $18 for that??
 
Obviously they don't overvalue their content if it leads to piracy. That's an oxymoron. People want the content, they just don't want to pay for it.
Wanting something, but not wanting to pay too much is not an oxymoron. Your comment makes no sense, however, it is your opinion. Repeat much?
 
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Don't know if this has been mentioned but a lot of movies were finished at 2K resolution. Many movies from the 2000's and even some more recent films only have 2K masters. Lots of recent 4K blu rays are just upscaled 2K releases... So you are not getting much of a quality upgrade over HD. That and probably the lack of Dolby Atmos a $19.99 price is justified.

With HDR and/or Dolby Vision the difference can be quite dramatic and justify the price...at $19.99. I am done paying full price on VUDU for 4k. There are enough codes floating around that will get you the movie for a lower price.

I won't buy movies for more than $10 anymore either.
 
Nevermind that, depending on Apple's licensing deals with the studios, that content may not always be available after you purchase it. You take a risk when "buying" a digital copy that your library will still contain that purchase X months/years down the road when you want to watch it again.



The studios are going to look to Disney's experiment in creating their own digital store/streaming service. If there's even a whiff of success there, other studios will abandon NetFlix and Amazon Prime Video, too, for their own shop, which cuts out the middle man. Can NetFlix at $10 per month survive with just its own content?



So long as you have a physical copy of that digital content, meaning you download that movie and don't rely on it always being available to re-download from iTunes, then "permanent" applies. If you buy something today and expect to be able to download it 4 months from now, you are gambling that Apple's deal with that studio for that movie/show hasn't changed and caused it to be removed: Many Purchased Movies Missing from Library




We may get to find out what that looks like, if Disney's experiment to go solo works.

Interesting thoughts. I think there are two bigger challenges even if Disney succeeds:

1. There is a saturation point for consumers on how many streaming services they will sign up for. How many of these 10-15 dollar services, the price which each studio will want, will an average household sign up for? Even if Disney succeeds, it doesn't mean there is room for many others to follow.

2. Studios don't have the brand pull and content association of Disney. Will people really understand why they should pay 15 bucks for Lionsgate vs Sony vs Moncito Films. Disney's content, like Pixar and Lucasfilm are well know to audiences. This is not true of othe studios. Who is the studio behind Walking Dead or Just Call Me Saul or Forrest Gump? Who knows and who cares?

I'm less worried about Netflix. Studios and producers will take the money on their back-catalog. Sure, Netflix may not get every show and every studio, but they'll be able to fill their inventory. (And this lack of leverage by the studios given the massive catalog of content will keep them at the negotiating table.)

Finally, you raise an interesting question: can Netflix survey on independent content. I think so. The studios don't have any magic outside of money and relationships and show runners—and the last two can also be bought for money.
 
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Wow! 203 posts and no one seems to be wondering why Apple is "scrambling" to make deals at almost the last moment. Shouldn't the biggest, most profitable company in the world have the human & financial resources AND plan to know they are going to roll out a 4K:apple:TV in the Fall of 2017 and be striking these deals many months or even a year or two BEFORE that.

How does a corporation the size of Apple get down to the last 2 or 3 weeks and not yet have content deals locked down? It's not like they are exactly new to selling video in online stores.

I wonder what "ongoing for some time" means in actually number of days or weeks? For example, is "some time" Data's "nearly an eternity" in First Contact... or is it actually weeks or months?
hubris?
 
It's my opinion that 4k doesn't represent better value or that it even commands a higher price. Movie goers don't pay more for an action film vs a romantic comedy, despite the differing costs they both cost the same to go and see. A 4k experience requires only the same investment as a 1080p TV did last time you bought a TV, the cost has come down for the 4k equipment the studios use too. The issue for me is that from studio to TV costs no more than it used to for 1080p, so why are studios price gouging on this? because they can?

price and ease of access directly relate to sales. Quality has little to nothing to do with it. There ideally should be no premium for 4k but if it does exist it should be more along the lines of bluray prices as they probably are streaming the same amount of data. They also have to realise that they are streaming a heavily compressed 4k vs a highbitrate 4k disk or download. It really isn't worthy of being in 4k in the first place.
 
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Thank goodness Celestial Pictures will never make Shaw Brothers movies 4k (I am good with HD.) :D

Seriously though, Disney charging $19.99 for HD is too expensive in iTunes now. As @Moonjumper so eloquently described, there's no overhead for digital content. Why price them the same as physical media? :rolleyes:
 
Apple is being realistic here. $20 is the limit for a single movie in our household. We are simply not going to purchase a movie for 30 dollars and frankly there's no movie out there that I would value at that much money that I don't already own in 1080P.

I have too many options for great TV and not enough time. Hollywood is still stuck in their bubble and they actually think that HDR and 4K are these amazing experiences. They're not. If you get a nice TV it looks great with everything!

I suspect most movies will settle in between 19.99-23.99
 
So Apple wants a lower price for content that they don't produce while they charge higher, than industry standard, prices for their hardware.
Ugh... I kind of loathe people like you and I work in the film/tv industry. Apple sells tangible objects that are higher end and premium. The business model the for digital movies is only placed there to NOT make money on them. It's literally "sold" at that price point to make physical copies look more appealing.

Ask yourself... would you pay $25-30 for a digital copy of the abysmal new MUMMY movie? Or just pay to rent it? Now people are WILLING to pay the "Apple tax" because; they don't have bloatware, are premium in parts and quality and bring far better customer support than any other company.

Stop bashing a company because you're petty and cheap. Apple wants to sell more movies and are pricing it more reasonably than the absurd amount that the movie studios want for a medium that you don't even ACTUALLY own as the TOS for digital media is that it's more a long term rental than an ownership deal.
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Apple is being realistic here. $20 is the limit for a single movie in our household. We are simply not going to purchase a movie for 30 dollars and frankly there's no movie out there that I would value at that much money that I don't already own in 1080P.

I have too many options for great TV and not enough time. Hollywood is still stuck in their bubble and they actually think that HDR and 4K are these amazing experiences. They're not. If you get a nice TV it looks great with everything!

I suspect most movies will settle in between 19.99-23.99

Honestly IMO digital movies/TV shows should cost closer to $10 and under since you aren't buying anything that is tangible.
 
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Simple fact is, 30 bucks for a movie on iTunes is literally insane! I can buy the UHD BluRay for that much! I am not going to spend $30 bucks for a digital copy that won't be as good of quality as the UHD with Dolby Atmos and much better video quality, unless iTunes is starting to stream at 50mb/sec. Movie studio's are just crazy if they think they can ask that much just because its "4k". Hate how they think they can charge 5-10 dollars more just because its higher res. It probably costs more for them to scale it down to SD or HD as the source was already at least 4K.

Just give me a service that streams every movie (stop exclusives) at UHD 4K quality with HDR and Atmos, at least 40mb/sec and ill sign up in a heart beat. I'll drop $40-$50 bucks a month for that service even!
 
I'm so cheap that even $20 sounds like a lot to me.

Gotta say...with so much great content out there I'm okay with waiting until it's on TV for free and yep, I just turned into my parents.

I'm not paying $25-30.
I buy the BluRay on sale for less than $20.
Yeah, people will say, but 4K. Whatever.
I don't own a 4K TV and until one of the TVs I own dies, I won't.

I'm like you, I can wait.
 
I don't know about you but here in the UK, we pay over $20-25 for two adults to see a film at a cinema. So $25 to own a 4K film doesn't seem too bad.

Here in America, we can easily spend $50-$100 for a 2-person movie date night, more if it's a whole family. We can spend $20-$25 on just some popcorn with a soda or two. But we want movies we could show to 50 people in our home to cost a nickel or a dime because "Studios are greedy." And yet, some of us can feel the math is like this...

Studios want $50 to rent a movie 17 days after release...? Absurd.

Personally, if I can take the family to the theater for $100+ or wait 17 days after release and we can watch it for half price or better, with the best seats in the house, without other people noise/distractions, with popcorn + soda, etc costing about 1/20th of the theater price, etc, it doesn't exactly sound "absurd" to me. Instead, it sounds like a pretty good option... especially if it's not the ONLY option forever and ever.

I think in this case after reading this article, paying for a physical bundle is the best deal with value. With iTunes you will only be paying for the one version of the content. With a Disc package, you get a DVD, a blu-ray, and a digital copy. In the case of a UHD disc bundle, you get the 4K+HDR disc, a standard blu-ray, and a digital copy. If I'm going to pay a higher price, then getting at least 3 copies of the movie in different formats for the price of one, is well worth it.

The other thing to consider, and I know this doesn't apply to everyone here I'm sure. Physical media can still deliver the highest quality audio and video then streaming right now because of file size and bandwidth limitations.

I've seriously considered going back to a disc based only library. I like the benefits of streaming, and digital copies. However, the way companies fight over licensing is stupid. Buying the disc, gives me the license to access that content, and once the disc is purchased, there is no middle man such as iTunes or any other service to change how I can view the content.

Exactly right. Wise post. The only disadvantage to buying the disc is the convenience factor, the onerous burden of storage :rolleyes: so often slung about in threads talking about it, and the optional one-time hassle of making your own digital copy from it if it doesn't come with one (which comes with the benefit of choosing your own quality instead of some stranger choosing it for you).

One thing you didn't mention is the robust USED BD market, where you can own a perfect copy of many movies for as little as just a few dollars... often much cheaper than digital or new options.

After reading the article I thought "I wonder how many comments before someone paints Apple as the villain here?" Very first comment. LOL!

Yes, and approx. 85% of the rest of the comments are gushing at the wonderful job Apple is doing trying to get us retail prices at $20 per movie, while painting the Studios that actually OWN those products as 100% the villain.

Putting on the Studio hat for a moment: if I give Apple a $10 discount from the current norm, I'm making them about the best price option in the digital download space. My other customers are going to demand a competitive deal so I'm opting to cut my working price from $30 to $20 for EVERYONE over time. Furthermore, Apple will get some period of time to market "best price in digital" AND Apple will take their 15%-30% "right off the top" which is probably more than my other customers demand (and thus why I've already struck deals with them- no "scrambling" required).

In short, it is MY product. Maybe I- like Apple- want (or are obligated to) maximize my profits too... which is not necessarily accomplished by cutting my working price from about $30 to about $20 and ceding much of the market to a single company that takes a big fat cut of the revenue right off the top too. Besides, my music business cousins have long since educated me about what happens when you give media dominance to Apple. Do I really want to ignore what happened there and hope it will be better with video?

It would appear that Hollywood studios are encouraging the public to illegally download films. They need to take their heads out of their collective ass. We have been paying way too much for way too long for films and music.

4K content should not have a price premium. At worst, prices should remain constant over time even as technology improves. Imagine if we'd been buying computers from Hollywood the last 20 years.

Reworded slightly to potentially offer an alternate view: It would appear that Apple is encouraging the public to illegally steal iPhones/Tablets/Macs. They need to take their heads out of their collective ass. We have been paying way too much for way too long for Phones/Tablets/Macs.

New Phones/Tablets/Macs should not have a price premium. At worst, prices should remain constant over time even as technology improves.


However, as usual, we practically find no fault with the mothership, only anyone and everyone that doesn't seem to comply with whatever Apple wants them to do. Bottom line: those movies ARE their iPhones/Tablets/Macs. If we can't fault Apple's choice of pricing for Apple products, we should not be so quick to fault other company's pricing their offerings at whatever they want either. As we so often sling at the anti-Apple crowd, "don't like it, don't buy it." IMO, it seems that should apply both ways to me.
 
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The only thing impressive about Apple's numbers is the number of people willing to shell out this kind of money for one movie.
 
4K is where physical beats digital cause you are now in audiophile like territory. Mainstream viewers couldn't care less if they are watching HD, FullHD or UHD content and hence the price for such consumer is one the dirt cheap side. Suddenly you are trying to cater to audience that demands quality and game is a bit different.

Studios love physical releases and it's only matter of time until 8K product range hits for the very high end fanatic customers. It ain't gonna be affordable let alone cheap. Those are the people willing to pay a grand for the high end Walkman a few grand for the headphones to go along with it. Oh and FLAC music or native WAV.
 
Obviously they don't overvalue their content if it leads to piracy. That's an oxymoron. People want the content, they just don't want to pay for it.
Obviously, Apple thinks studios overvalue their content as well. Which is why Steve Jobs fought music labels and studios on pricing. Apple continues to fight over pricing. Which, is in fact, why there has never been an Apple TV service. Pricing.
 
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What if you could download the film to local storage?

Playback at bluray type bitrates.

Say hold a local library of a few films, and download the full fat version at night when people are asleep etc.

I might rethink.
 
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