Film buffs will soon have that option, but at a pretty hefty price -- $60-Dollars for a single movie.
The test will be available to Comcast subscribers in Atlanta and Portland. They'll be able to rent the movie and watch it unlimited times in a 48-hour window. The idea is to target families who might pay just as much on tickets, popcorn and a babysitter.
Studios are looking for ways of generating new revenue as DVD sales sag but want to avoid hurting box office revenue. The test begins November 23rd.