Can't part with that $2.99 to rent movies from the iTunes Store? If you think that is too expensive, then how about 99¢? Got your attention yet?

Starting today and then every Thursday hereafter, Apple will make available one movie priced at an affordable price of 99¢. The special pricing will be in affect only until Monday. All the same 30-day/24-hour restrictions still apply to the "chosen" movie. The movie will be in standard defition for now. The movie will be available from both the computer-based iTunes Store and the iTunes Store on Apple TV.

Apple has chosen the movie "The Hours " to launch this new initiative. The movie, which follows the lives of three 1950-era women, stars Nicole Kidman, Meryl Streep and Julianne Moore.

Now, you have run out of excuses not to rent movies from iTunes.

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