Apple, it appears, is leading the charge in shortening the window between when a film is in the cinema and when you can download it.
They even think the window could shrink to 14 days.
Apple have had a good year with their Apple Music subscription service, with over 20 million signing up.
It is currently in talks with studios across Hollywood to have the service provide films to the public as soon as two weeks after their cinema release dates.
This will obviously be met with huge push-back from theatre chains, who will want to hold on to the properties for as long as possible.
This seems to be the way forward - just look at Beasts Of No Nation, which was released on Netflix at the same time as it’s limited theatrical release.
Will this spell the beginning of the end for cinemas? Will people just wait the extra month to see films? Will only the biggest blockbusters make a mark at theaters?
Will Apple rule the world?
We don’t know but it is a little bit scary, after all the cinema is our happy place.