iTunes for Film?

CNET: Apparently, Sony Pictures Digital Entertainment is trying to develop and own the next iTunes--but for films...At the Digital Hollywood Conference (Track II:
Hollywood and the Digital Home: How Technology and Content Establish the Next Level of Consumer Entertainment Experience) , Michael Arrieta, senior vice president of Sony Pictures, said, "I'm trying to create the new anti-Napster" and his group plans to digitize Sony Pictures' top 500 films and make them available for the first time in various digital environments within the next year.  According to the report, Sony plans to sell and make films available in flash memory for mobile phones in the next year and will also further develop its digital stores for downloading and owning films on the PC. "The future is about creating an entertainment ecosystem," in which players, platforms, content rights and the user interface are fluid."