Direct-to-video - Direct-to-iTunes

Direct-to-iTunes

Direct-to-iTunes is a online distribution method that avoids all upfront DVD production, marketing and distribution costs as well as upfront cinema distribution and marketing costs. It has revolutionized short film distribution and on occasion has been used for feature length films. Apple distributes the film for 30% of the revenue, while an additional 10-15% may go to the person who formats the film for iTunes compatibility. The first independently produced feature length motion picture to pursue the direct-to-iTunes marketing scheme was Ed Burns' Purple Violets, which debuted on iTunes on November 20, 2007. It was the first feature length film to "premiere exclusively on iTunes". It was distributed exclusively on iTunes at a price of US$14.99 for a month before being made available through other distribution channels. The movie, which was produced at a cost of $4 million, had premiered at the Tribeca Film Festival in April, where it was reviewed positively, but only received modest distribution offers. At the time of the Purple Violets release, most studios were not distributing via iTunes early in the process and only Walt Disney Studios, which was the first movie studio to distribute via iTunes, was distributing at iTunes simultaneously with DVD distribution. It was not very common for consumers to make digital movie purchases at the time. The Polish brothers' 2011 For Lovers Only, which had virtually no production costs and was released to iTunes on July 12, is regarded as the first profitable feature length direct-to-iTunes product. The direct-to-iTunes method is also becoming common with both books and music.

When Purple Violets was released, several short films had already been distributed through iTunes. Previously, marketing of short films had been prohibitive. However, Apple distributed the February 25, 2007 79th Academy Awards nominees for the Animated Shorts, Live Action Shorts and Documentary Shorts as well as half of the 2007 Sundance Film Festival shorts, beginning a new era.