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Quoting unnamed sources, Bloomberg reports that in addition to Fox and Warner Brothers, Paramount, Disney and Lions Gate will offer movie rentals via the iTunes Store. The write up confirms the service will be announced on Jan 15.

"Once a couple of studios do it, how long can the others resist?" said Pali Capital analyst Richard Greenfield. "It becomes only a matter of minutes before the others come on board too."

Bloomberg's write up also says that new releases and older titles will rent for $3.99 for 24 hours, a price in line with earlier rumors.

Editor's note: I was hoping, perhaps vainly, that 24-hour rentals of older titles might be as-low-as $1.99. Then again, I might be inclined to pay $3.99 for Blade Runner on-demand...

What's your take?

Barack Obama, The Audacity of Hope. Download It Now on iTunes.