The contract between Apple and the actor/director marks a change in the cinema world. Purple Violets will not be released in theatres, and will instead go straight to iTunes.
The drama, which stars Selma Blair, Edward Burns, Debra Messing and Patrick Wilson, will be available for downloading on November 20 for a price of $14.99 US. Burns, who also directed the film, explained his unconventional choice, "The specialized movie business has changed so dramatically in the last five years. These small, talky movies have a hard time finding an audience theatrically, so you need to adapt. There are still people who want to see this nontraditional type of film, and now there are nontraditional ways to get them out there."
The first film to be made available on iTunes was High School Musical last year. Since then, the site’s catalog has increased to 500 feature films.