by Rob Kohr

Variety reports that the indie short “That”, produced by Forum Snowboards is now listed in the iTunes store for purchase. Amongst the other shows available, “That” is the only independent film for purchase on iTunes. Following a 10 month long negotiation over the price point, it seems to be finally agreed that the price of the video be the standard $1.99. Although the Direct-to-DVD has its own price.

“There is one single team in snowboarding that has led the charge in progressing the level of snowboarding, defining the formula that all others have since tried to duplicate. That team is the Forum team, and the time for THAT team video is now. THAT video stars Peter Line, JP Walker, Devun Walsh, Joni Malmi, Lauri Heiskari, Travis Kennedy, Pat Moore, Jake Blauvelt, Stevie Bell, Eddie Wall, Iikka Backstrom, and Jake Welch. THAT video was filmed on location around North America as well as Europe, and set to a cohesive soundtrack.”

Although there are other “shorts” avaible on iTunes, they are normally associated with festivals or channels, such as the Sundance Channel or the Academy Awards. These shorts are still distributed by major productions companies. From an animation standpoint this could be a really big development. In an erra where being an independent animator only leaves you with a few options to get your film out, iTunes could become something like Atom Films, except the films on iTunes would be for sale. With the success of Channel Frederator and other free podcasts, it could be said that the same success could come from the sale of short films. Although the podcast’s, in general, would be hurt by this development.

iTunes sales should also get a boost later this month with the introduction of the Apple TV, a living room media device, akin to a large iPod that you can hook up to your HD TV. Although the iPod has had the ability to be connect to a TV since the iPod Photo the quality has been limited to Standard Definition. With the advent of the Apple TV Mac and PC users can stream their iTunes videos to their HDTV and watch content at 720p HD.

Regardless, seeing the development of a new outlet for the independent filmmaker is always a positive thing. Hopefully Apple will continue and spread this practice over the coming months.

Addition: Shorts International is the company that controls the iTunes works which are from Academy Awards.