How are you able to purchase a film on itunes one week before its actual dvd release?

A film is stated to be be available two weeks before the dvd / blu ray release date (8/16) How is Apple able to offer that?|||Apple purchases the rights for that.... All things u find on iTunes are legal and rights reserved... That's how u get it early|||Remember iTunes is owned by Apple who owns several movie studios (including Disney %26amp; Pixar). Therefore, they are able to release movies from their associated studios as they see fit. :)