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Jennifer Lawrence's new movie Serena arrives on iTunes before its U.S. theatrical launch

The movie, set in North Carolina during the 1930s Depression, also stars Lawrence's Silver Linings Playbook co-star Bradley Cooper, and is set be released in US theaters on a limited basis on March 27 (it has already been released in theaters across Europe). Here's the description from the iTunes Store listing:

George and Serena Pemberton (Oscar nominee Bradley Cooper and Oscar winner Jennifer Lawrence) are love-struck newlyweds building a business empire. Serena proves herself to be equal to any man: overseeing loggers, hunting rattle-snakes, even saving a man's life in the wilderness. With power and influence now in their hands, the Pembertons refuse to let anyone stand in the way of their inflated love and ambitions. But their passionate whirlwind romance is threatened by demons from their pasts, forcing the couple to reckon with blackmail, jealousy and murder in this ravishing period film directed by Oscar winner Susanne Bier.

Fan of Lawrence's work? You can rent Serena now from the iTunes Store.

I have been writing professionally about technology and gaming news for 14 years.

  • This is the future!
    BUT: $10? I'd of course expect it to be more than recent release rentals ($5-6) but not $10. Still, cheaper than going to the cinema but they'll never attract the audience they want with this price.
  • I disagree.. 10 would be split between how many you want to view it. Much better than 10 apiece for the theatre. If you get some big name movies for rent even at same time as the theatre release then i can see this taking off. Sent from the iMore App
  • haha true!
    I didn't even think of renting it WITH someone else!
    Cinema is a very individual experience for me. I do have friends though! :-)
  • I think Comcast is showing it too on their VOD service. I could swear I saw a ad for it when I was surfing through On Demand the other day.
  • This is only a dollar or so short of what it would cost to see it at a movie house. Ridiculous. I applaud the fact that they are TRYING some different things here, but they need to break the association with theatres and work on their pricing which is just stupid. A movie should be available for *purchase* the same day the movie comes out. The price should be commensurate with the price of seeing it at the theatre or buying the DVD. Period. Also, I guess I'm the only person on Earth who finds Jennifer Lawrence annoying, shallow, and kind of funny-looking? :-)
  • "Only a dollar short of what it would cost to see at a movie house." Yeah, $9 per ticket. And that's if you don't want to see a show at night which would run you from $11-$15 per ticket depending on where you go. Rent it for $10 and have up to 100 people in your house to watch it if you want. If someone finds $10 that expensive of getting it at their convenience, they're ultra-cheap. Period.
  • Disagree 100%. Ten bucks for a rental fee is over the top. The current fee of six bucks is a bit much but acceptable if you really want to watch it IMO. Remember too that even if you BUY a movie on iTunes, you don't actually own it, you only lease it and Apple won't give you any guarantee at all that it won't disappear tomorrow. I've bought several movies myself that just vanished form the store a few months later, only to be replaced by the EXACT SAME PRODUCT but at a higher price. If I didn't have a backup, I'd not only have to buy the movie TWICE I'd have to pay MORE the second time around. This happened to me with Prometheus for example, which is hardly an old or obscure movie. I think that given all the restrictions placed on the content, the DRM, the variable "scammy" pricing, the fact that you don't own it, and the fact that there are no guarantees, means that the product should be a LOT cheaper than it is currently. iTunes charges DVD/BluRay prices for it's movies, but then applies all these restrictions that you don't have to deal with with physical media. If it isn't cheaper, why should anyone move to this new, more restrictive model? Anyone who does is a fool IMO.
  • You're arguing something else besides the point I made. Strictly that a movie that is out in theaters is available at your convenience on iTunes for ten bucks for a 24-hour period. I'm not trying to discuss the purchasing/rental fees of things that are no longer in theaters. I already have my method of getting what I want.
  • If you buy a movie on itunes you own it, it doesnt go away, and if you are really scared of that then just download it and you will always have your copy. But on topic, people dont want to goto the theatre, so if you give them the option of even the same price, people will gladly take that over a theatre.
    Plus instead of paying for yourself and girlfriend, you are just paying once, and watching in comfort. So even just a little cheaper is great, then if movies came out before theatres, icing on the cake. I dont think anyone would argue that no one cares about this movie, but if the trend continues for good movies then im all for it Sent from the iMore App
  • At least they're not leaking it from her iCloud account. :) But seriously... I wish more movies would debut online. The theater is nice... but nothing beats sitting on your own couch in front of your giant TV and your own kitchen, bathroom, etc. I honestly wouldn't care if movies were $20-30 to rent when they are brand new. Invite some friends over and you'll have a good time. It might kill the theaters though. But adapt or die.
  • This movie was actually finished a few years ago but went through drastic re-edits after Jennifer Lawrence gained popularity. It had, apparently, been mostly Toby Jones' movie, but after the re-edit his character has been largely sidelined. As a result, the movie is something of an incoherent mess, which I guess isn't surprising when you make side characters the main focus without any re-shoots. For those in the UK this had a small scale theatrical release many months ago and is already on blu-ray.
  • Probably has something to do with the fact that it's been available on Torrent sites for about a month now.
  • Exactly what I was thinking. While people are busy applauding the early release, everyone seems to have missed the fact the majority of the early releases over the past little while have been because they leaked anyway. They don't care about you seeing it sooner and it's not a change in media. It's because they know they're potentially losing money.
  • It will probably be on Netflix late summer. Sent from the iMore App