iTunes has partnered up with the Dubai International Film Festival (DIFF) and launched a platform collecting festival selections of films accessible at your fingertips just by pointing your browser to iTunes.com/DIFF. The deal is part of a bigger plan to make iTunes a platform for discovery of new content otherwise unavailable or unknown to the rest of the world.
So far, the content is available only through the UAE App Store, but plans for expansion into iTunes worldwide stores are underway, assures Muaid Khiti, Head of Publications & Advertising at this year’s DIFF. Right now only previous DIFF selections of films such as Australia, Life of Pi , the Darjeeling Limited and several others are available to rent or buy at prices ranging between AED9.99 to AED49.99.
Apple iTunes representatives are at the film festival, looking to acquire and secure distribution rights to films produced in the region so that eventually Apple can make Arab-created content available worldwide through DIFF’s app.