Edible Apple

Billboard reports that Apple is launching a “new marketing and promotional effort designed to drive music buyers to music-themed movies in its video store.”

“The most visible change to the iTunes service,” Billboard writes,  “will be a Music Movies landing page dedicated to music films such as concert movies, documentaries and music-focused feature films Additionally, Apple plans to negotiate exclusive access to new music-themed movies to make them available for home distribution on iTunes before the physical DVD makes its way to retail shelves or rental stores.”

One of the first exclusives is a new documentary about Led Zepplin’s Jimmy Page, U2’s Edge, and Jack White of The White Stripes, called “It MIght Get Loud.”  The documentary will be available on iTunes beginning on December 8th, well before it goes on sale at other brick and mortar locations like Best Buy.

Apple will also be expanding its catalogue of “older music-based films” with additions such as
“The Song Remains the Same,” “U2: Rattle and Hum,” “Buena Vista Social Club,” “Don’t Look Back-Bob Dylan,” John Lennon Imagine,” “Neil Young: Heart of Gold,” “This Is Spinal Tap,” “Purple Rain,” and “The Doors.”

Billboard writes that Apple is positioning this new content as a means to increase video sales, which have historically, and not surprisingly, lagged significantly behind music sales.  By focusing on music themed movies, Apple may very well be able to sell higher priced videos to music fans who have no problem laying down a few bucks for movies about their favorite artists.