Introduced in January 2008 at an Apple trade event and until now only available on some titles sold in the USA, the first such title being, ‘Family Guy Presents: Blue Harvest’.
What the move means is UK and US customers who purchase a DVD also get an additional Digital Copy of the movie which can be popped inside iTunes, and then played back on the computer or Apple’s range of digital devices.
The first film including the feature to reach the US is the ‘What Happens in Vegas’, movie starring Cameron Diaz and Ashton Kutcher. However, each DVD will only transfer its iTunes Digital Copy to one iTunes library.
“One of the most requested features DVD buyers have been asking for is the ability to get the movies they bought into their iTunes library,” said Jim Gianopulos, chairman and chief executive officer of Fox Filmed Entertainment.
Here’s the obligatory YouTube promo clip for the film.