Apple adds movies to iTunes U.K.

Download deal is first outside of U.S.

Apple has made films available for download on iTunes in the U.K. for the first time.

Deal, which covers more than 700 pics from studios including Fox, Disney, Paramount, Warner Bros., Sony, MGM and Lionsgate, marks the first time Apple has offered customers outside the U.S. the opportunity to download films.

Universal has not signed up.

Titles include “A Mighty Heart,” “Into the Wild” and “I Am Legend.”

New titles cost £10.99 ($21.50) to download; library titles are available to own for $13.50.

U.K. users can rent films through the iTunes Movie Rentals service, which gives users 30 days to watch a title from the moment it’s downloaded and 48 hours to watch it as many times as they like once the first viewing has started.

A new title will cost $6.80 to rent, a library title $4.80.

Customers will be able to watch pics on their computers, iPods, iPhones or on their televisions via Apple TV.

Apple execs are hoping to shake up the U.K.’s digital download market.

LoveFilm, which had the U.K.’s largest download-to-own library until Apple’s entry, inked with in February to buy the online retailer’s DVD rental biz in the U.K. and Germany.

Pay TV platform BSkyB also has a limited package of download-to-rent titles, while telco BT offers its own download service for owning and renting titles.

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