iTunes 7 with iTunes Movie Store announced! - Engadget

As if those spotlit "It's Showtime" Apple announcements weren't going to yield the iTunes Movie Store; just in time too, as CinemaNow and Movielink have been around for ages, Vongo's been kicking for months, Amazon's Unbox just hit the streets the other day, Microsoft's Zune video player is just around the corner, and Netflix's movie service is expected any time.

iTunes 7 with iTunes Movie Store announced! - Engadget