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In the official Jobs biography, in the sections devoted to the birth of the music business, we come across several reasons why the founder of Apple went to the music iTunes Store. Steve Jobs proposed the simplest possible sales strategy, or purchase of songs to suppress illegal downloads as much as possible. He argued that a person who cares about his karma will want to pay for his music.

It didn't take long and in connection with the iTunes store, sales of applications, periodicals and books, as well as movies, began to decline. And I will focus on the last mentioned segment in more detail in my article.

Why pay for movies

For the past two years, I have been deeply interested in the issue of legal acquisition of audiovisual works. Several reasons led me to this. First of all, a crucial role was played by the decision when I (more or less figuratively) did not want to further damage my karma – mentioned by Jobs. We can also call it simpler. After comfortable years of unscrupulously sucking up movies from all sorts of dark corners of the internet, I suddenly (and intensely) realized that I was being unethical.

Maybe not illegally under Czech law, but still unethical. De facto, it should be self-evident to always pay for goods, unless the owner has decided to donate/give them to us for free. And the goods also include a file with a song or a movie.

I defended my actions at the time (and I still encounter such arguments) as follows, for example:

  • Why pay for the product of a gigantic movie studio that is already full of rich people? And besides, this little theft of mine can't hurt him in any way.
  • Why pay for something that is on the internet?
  • Why pay for something that I can easily delete. I'll just look at it once.
  • Everyone does it.

The above defense falters on every point. It's not even worth bothering with. A much more meaningful point in the polemic with (non)downloading is related to the offer of legal ways to get to movies.

If paying, then to whom?

The download, which involved searching for video files and their subtitles, took quite a bit of time. On the other hand, after deciding to only pay for movies, there was no significant time saving either. I researched all the possibilities that such a willing buyer has in the country. And disillusionment began to haunt me...

At that time, I wanted the fastest and most convenient shopping possible. Given its entrenchment in the Apple ecosystem, the iTunes Store was logically the first place to go. But as soon as I started going through his offer, I couldn't help but wonder. At that time, the Czech apple store was still in its infancy and only provided a very small number of films with Czech support. And that's with the strategy that if he has one, then dubbing. Not the combination of original sound and Czech subtitles, or the option to turn on Czech dubbing. In short, either only the original soundtrack, or the Czech overdubbing.

I browsed, browsed, then found a few pieces where the Czech subtitles appeared. But Apple does not offer any search option according to this menu. In short, it's about the fact that you have a taste for a specific film and you have to hope that a) Apple sells it in the Czech Store, b) it sells it with Czech support. (I am now intentionally leaving the option to buy films in the original version regardless of Czech support.)

So I started to deal with buying movies differently. Almost no one here offers such convenient access to them. If you want to outright own a movie, not just rent it, the increasingly archaic way to buy boxes of pancakes wins. I decided on Blu-Ray, both because of the picture and sound quality, and because BDs usually offer more bonus material as well. (By the way, playing BD on a Mac is sometimes an "experience"!)

Alternatives that would come a little closer to Apple are only Aerovod.cz, where there is an interesting offer, but limited to one local distribution company. Or Dafilms.cz, where, however, it focuses exclusively on documentary production.

Although I still prefer buying Blu-Ray discs, I find the iTunes Store the most attractive. It is not only about the possibility of quickly buying (and owning) a film, but also about the fact that I can start playing it at any time from my devices, I don't have to store anything at home, or worry that my disc will get scratched.

iTunes Store and menu

After two years, the situation with the apple business of films in the Czech Republic has also improved. When I follow the offer of newly "arriving" titles, they are practically already equipped as standard with the option to choose the original sound with Czech subtitles or Czech dubbing. It is not necessarily only about films that have been shown in our cinemas. Even some older titles have acquired this "feature".

Nevertheless, there still remains one big BUT. If, while browsing the iTunes store, you become optimistic that the offer is large enough, try to look at the details. It's still no surprise that even Indiana Jones movies aren't localized. Even the director's editions of current blockbusters are not so lucky. Nevertheless, I remain an optimist, and I see great potential in the iTunes Store as far as the offer is concerned.

(Incidentally, Apple also sells to a certain extent independent and so-called art work or short films. However, you can practically forget about Czech support for these categories.)

iTunes Store and Money

But we come to the second BUT. To finance…

I understand that one can/must pay extra for the comfort of convenience. On the other hand, comparing the prices of movies in the iTunes Store with the prices for Blu-Rays means gaining more doubts about whether to buy movies through Apple. The novelty (and the price is kept for quite a long time) released in the iTunes Store will cost you EUR 16,99, or roughly CZK 470. Such prices practically do not reach Blu-Ray discs even as news, they would have to be in special/limited editions or in versions for 3D televisions to attack five hundred.

With Apple, it is therefore worthwhile to buy the film in advance, when it usually costs EUR 3 less. (However, when I now look at the current titles in this category, for example the new Mad Max, it costs €16,99 in pre-order - so one can imagine whether it will then cost almost €20, or in short Apple for some titles with a price at all does not count moving.)

You can also wait until the movie gets cheaper. Some are for 13,99 EUR or 11,99 EUR. You will practically not get an amount lower than CZK 328 in the iTunes Store. Only in special events does Apple put a few titles on sale for, say, EUR 8 (CZK 220).

It should be added that there are no major price miracles in the sale of Blu-Ray discs either. Probably the most interesting e-shop, Filmarena.cz, constantly sells discs in so-called multi-buy events, where you can reach a price of 250 CZK per BD, or it goes even further and sells some older titles for just under 200 CZK.

Therefore, if we compare the prices for buying movies, the iTunes Store can be accepted as an inexpensive store, considering the fact that the movie can be downloaded even in 1080p resolution. (Still, you won't get the sound quality of BD from it.) However, the Czech version of the iTunes Store is lagging behind the American version in terms of bonus materials. While you will find a number of them on practically every Blu-Ray disc, it is almost a barren plain in iTunes. For example such Gravity. Now it can be bought for 250 CZK and contains 3 hours of absolutely famous bonuses. iTunes is more than 200 CZK more expensive and you won't get the bonuses.

In addition, the American store sometimes also sells movies in discounted packages. I bought a set of Star Wars one movie at a time (and I don't have the bonuses), while an American could buy them much cheaper and has so-called extras.

If you only want to rent movies

However, there are people who don't want to own movies. All you have to do is rent them a movie from the comfort of your home for a limited time. Apple rents the movie for EUR 4,99 (in HD quality), or €3,99 (in SD quality). So while with Apple we are in the range of 110-140 CZK, a service such as Videotéka from O2 lends for 55 CZK. But with O2 and similar alternatives, of which there are more than sellers (non-rental companies) in our country, you can practically always find only original sound or Czech dubbing, you can forget about subtitles.

The second option for renting is hidden in a flat-rate payment for the service, where I will not be limited by how many movies I can watch. In the Czech Republic, unlike the music industry, we can despair a little. There are services like ivio.cz or topfun.cz, but the offer is quite weak (and in terms of localization the same as with O2). The only interesting way is HBO GO, which, however, can still be used in our country only by those who have a broadcasting provider – UPC, O2, Skylink – and a paid service.

And what to take from it?

This long-winded text can have the following starting point: In terms of quality-offer-price ratio, discs still lead (I'm only talking about Blu-Ray). However, if you also prefer values ​​such as speed, flexibility (both when purchasing and when playing), the plus points of the iTunes Store begin to prevail. Personally, even because of the popularity of the bonus material and a certain still alive desire to collect movies and watch them on the shelf, I still prefer BD, but I do not stop watching what happens in the iTunes Store. And I'm glad for that happening. It's getting better and I believe that after a year my text would be much happier, at least in terms of the offer (I don't believe that the pricing policy).

Either way, it seems to me that whether you believe in karma or not, buying movies (as well as apps, music, books) shouldn't be something we brag about, but a completely natural behavior.

And as an afterword, I will present a call for discussion. Not only about how you personally perceive what is decisive for you when buying, where films are and how you buy them, but also about whether you would be interested in reviews of films (whether new or older) from the iTunes Store, which would be Apple growers could explore.

Photos: Tom coates
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