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My fellow film buff and surfer, What would I do without you. I can't begin to tell you how much I Googled for this!!! My noggin' hurts now!

Thanks for finding this out.

Also, whilst Googling, I found out I can get 15% off iTunes films. Now that's a slight consolation for the head-ache of Googling!!!

Haha, thanks man! I kind of remembered that fact as I always like to look through iTunes store on my MacBook rather than Apple TV snd I always thought 'why the heck can't I rent on my MacBook and not watch it on my ATV' so of course the minute that changed, I was delighted.
Mind you, I seem to buy rather than rent more due to the huge price of an iTunes rental in the UK. £5.49 for 1 rental - that's the same as 1 month of Netflix (£5.99) or 1 month of MUBI for me.
 
I reckon that a 90 min film in 4K HDR HEVC will be coming in at 12-15GB.
Ouch! 12-15gb!!!! I think I'll need to call my provider to see what sort of data allowance I have.
Taking bitrate of 30Mbps (that is where iTunes 4K HDR seems to top out at the moment), we get:
30*(90*60)/8=20'250MB/1024=19.78GB (for 90 minutes feature).
Which is about half of same movie size on UHD BD.
That is also about right, because on UHD BD we see bitrates north of 60Mbps (BDA UHD standard allows for 144Mbps max media readoff throughput).
 
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