"Purple Violets," directed by Ed Burns and starring Burns, Debra Messing and Selma Blair, is the first movie that will be marketed first through iTunes for computer download rather than going to movie theaters, Variety reports. If the $4 million movie becomes a digital hit, it would be a breakthrough for online movie offerings.
"Digital distribution of movies has taken much longer than anyone expected," says CinemaNow chief Curt Marvis. "It has been a challenging road to figure out the right business models and services for consumers."
Entertainment companies and other online businesses have founded download movie services. CinemaNow, for example, is part of Lionsgate Entertainment, while Amazon.com offers UnBox.