AppleTvSource managed to get one of the first DVD releases containing a special iTunes version of the movie, Family Guy.
In the case, they found 2 discs: one regular DVD-disc, and a second DVD containing the iTunes-movie and a Windows version (DRM'ed).
On a Mac, inserting the disc and double clicking the icon will launch iTunes. The serial number from the case will be returned before iTunes copies the contents to its library. Note that iTunes mistakingly uses the word 'download' instead of copy, which has already mislead some people.
It appears that iTunes sets a stamp on the movie, with some account-information, but this has yet to be verified.
The video quality is close to DVD-quality, and it's possible to transfer the movie to an iPod, iPhone or AppleTV.
This concept has just been launched in the US, but it's not clear yet whether/when it will come to Europe.
[translation by xavier]
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