Interestingly, Warner Bros has released The Dark Knight and Inception as downloadable apps on the iPhone. It starts as a free app with a 5-minute preview and extra features and becomes a full movie with an in-app purchase ($10, $12 respectively, you can choose whether to download or stream).
For the movie watcher, the app offers more extras (like a DVD) than what you get in iTunes. And for Warner Bros, using the App Store puts their movies in more countries. With the app, 35 countries can download the movies, through the iTunes Movie Store only 12 countries would have. Warner Bros expects more movies to release as apps later this year. [The Dark Knight, Inception via 9to5mac]