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	<title>mitcho.com &#187; Steve Jobs</title>
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		<title>iTunes Movie Rentals: the movies you watch once?</title>
		<link>http://mitcho.com/blog/observation/itunes-movie-rentals-the-movies-you-watch-once/</link>
		<comments>http://mitcho.com/blog/observation/itunes-movie-rentals-the-movies-you-watch-once/#comments</comments>
		<pubDate>Thu, 17 Jan 2008 10:16:34 +0000</pubDate>
		<dc:creator>mitcho</dc:creator>
				<category><![CDATA[observation]]></category>
		<category><![CDATA[iTunes]]></category>
		<category><![CDATA[keynote]]></category>
		<category><![CDATA[movie]]></category>
		<category><![CDATA[Steve Jobs]]></category>
		<category><![CDATA[tech]]></category>

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		<description><![CDATA[Yesterday Steve Jobs introduced, among other things, iTunes movie rentals. Rent a movie and download it over broadband. You then have 30 days to start the film, and then 24 hours to finish it before it turns into a pumpkin. A lot of people are complaining about the 24 hours, including some with good reason [...]
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			<content:encoded><![CDATA[<p>Yesterday Steve Jobs <a href="http://www.apple.com/pr/library/2008/01/15itunes.html?sr=hotnews">introduced, among other things, iTunes movie rentals</a>. Rent a movie and download it over broadband. You then have 30 days to start the film, and then 24 hours to finish it before it turns into a pumpkin. A lot of people are complaining about the 24 hours, including <a href="http://pogue.blogs.nytimes.com/2008/01/15/the-27-hour-day/">some with good reason</a> and apparently many who have kids.</p>

<p>So why rental? Thus spoke Steve: &#8220;Your favorite movie&#8230; most of us watch movies once&#8230; maybe a few times.&#8221;<sup id="fnref:1"><a href="#fn:1" rel="footnote">1</a></sup> Currently number eight on the top rentals is one of <a href="http://en.wikipedia.org/wiki/Paul Sally">Paul Sally&#8217;s</a> favorites, <a href="http://www.amazon.com/gp/product/B00000K0DT?ie=UTF8&#038;tag=mitchocom-20&#038;linkCode=as2&#038;camp=1789&#038;creative=390957&#038;creativeASIN=B00000K0DT"><em>The Usual Suspects</em></a><img src="http://www.assoc-amazon.com/e/ir?t=mitchocom-20&#038;l=as2&#038;o=1&#038;a=B00000K0DT" width="1" height="1" border="0" alt="" style="border:none !important; margin:0px !important;" />
. From the iTunes Store description:</p>

<blockquote>
  <p>There are a handful of movies that demand a second viewing—because they&#8217;re so good, or because a surprise ending gives every scene a new meaning when it&#8217;s watched a second time. <em>The Usual Suspects</em> is both.</p>
</blockquote>

<div class="footnotes">
<hr />
<ol>

<li id="fn:1">
<p>23:45 into the keynote.&#160;<a href="#fnref:1" rev="footnote">&#8617;</a></p>
</li>

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