Forum Snowboards, a snowboard manufacturer and distributor, is the first company to have an independent movie listed on iTunes. "That" is a snowboard movie with the potential to mark a groundbreaking change in the way that the iTunes store works.
"That" is being sold in iTunes TV section for 1.99, along with many other television shows. This deal comes after months of negotiations which ended when Forum decided to give the new price a try.
Apple also recently inked a deal with Studio411 for the distribution of more action sports videos from the company. Action sports videos (such as ski, snowboard, surfing and skate videos) have been particularly hard hit by the decline in DVD sales, and have been actively looking for a new way to reach their classic 18-24 year-old male demographic.