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iTunes gets its first exclusive movie, ‘Purple Violets’


November 20, 2007 As a milestone for iTunes movie distribution, Purple violets becomes the first feature film to be launched exclusively on Apple’s platform.

A romantic comedy directed by Edward Burns, Purple violets starring Selma Blair, Debra Messing and Patrick Wilson. With limited offers from traditional Hollywood players, filmmakers are pinning their hopes on the iTunes distribution as an alternative way to present their film to viewers.

iTunes: A new way to distribute movies

Purple violets debuted at the Tribeca Film Festival in April 2007 and earned positive reviews. However, the producers received several decent offers for the distribution of the film of 4 million dollars. As a result, director Burns – who had invested some of the money to make the film – feared that “there would not be enough money to advertise the film, nor a wide enough edition to even make a hole in the minds of the film public”.

Therefore, the producers decided to bypass the traditional cinema screening and make the film available on iTunes. This he did Purple violets the first feature film to make its commercial debut on iTunes. The turning point came two years after iTunes started offering downloadable videos, and a year after Disney became the first studio to offer its downloadable movies.

Although the premiere of the film on iTunes remained a gamble, other studies have begun to explore that option. A month ago Purple violets‘debut, Fox Searchlight has released a 13-minute short film to help build the anticipation of Wes Anderson’s feature film Darjeeling Limited. People have reportedly downloaded the free short film more than 400,000 times.

“We’re really in the early stages of film space,” said Eddy Cue, Apple’s vice president for iTunes. “Of course we want all the Hollywood movies, but we like the fact that we can be a great distribution tool for little guys.”

At the time, iTunes had sold more than 4 million movie downloads, including short films. However, iTunes still offered less than 1,000 titles for sale.

Apple and the changing landscape of entertainment

today, Purple violets not particularly well remembered. (Rotten Tomatoes it doesn’t even rank the film, due to a lack of reviews.) However, its producers were certainly ahead of the game in accepting movie distribution via iTunes.

These days, Apple TV + broadcasts original TV shows and movies that Apple has produced or purchased itself. More and more people seem to be skipping visits to the theater and cutting cables on cable television at home. Purple violets Director Edward Burns had the right idea. Even if he was a few years early.





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Naveen Kumar

Friendly communicator. Music maven. Explorer. Pop culture trailblazer. Social media practitioner.

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