iTunes has added the ability to buy high-definition videos on demand from your own living room. Whereas previously you were able to purchase high-definition television programs, you weren't able to purchase full-length movies until now.
$19.99 will score you both a high-definition version of the movie as well as an SD version that's ready to transfer to your iPod or iPhone for viewing on the go.
Implications - This innovation reflects two important movements: first, the movement towards quality screening options and the growing market of high-definition entertainment options and second, the movement towards personalized entertainment options and the discontinuation of public screening. At reasonable prices, consumers can watch what they want, when they want and how they want to watch it. Major corporations that sell entertainment are catering to this need for personalized and quality content.