Apple’s catalogue of movies on iTunes gets a new addition this week, Purple Violets by director Edward Burns.  What makes this two-hour film special, however, is that it’s being released to the online media store without first courting audiences in a cinema, or on DVD or TV.  The exclusive premiere - available to download for $14.99 - stars Selma Blair and Debra Messing, and is the latest of Burns’ films to see initial release in non-mainstream format.

Asked whether he thought the iPod Touch’s screen was the best way to experience Purple Violets, Burns was honest:

“Is that the ideal way you’d want someone to watch your film?  No. But does it look pretty good” Edward Burns

However, the far broader audience reach and reduced distribution costs were obviously enough to persuade him to go the iTunes route, and of course viewers can use more eye-friendly products from Apple’s stable such as the AppleTV media player.