Apple will reportedly today announce a new deal that will see new film releases sold the day they ship on DVD through iTunes.

The company has reached a deal with most major film studios to release films through iTunes on the same day they ship through brick-&-mortar retailers. Studios ceding to the deal include: Fox, Walt Disney Studios, Warner Bros., Paramount, Universal, Sony Pictures, Lionsgate and New Line.

The deal does not include new titles from MGM, but does extend to boutique firms such as Magnolia and Image Entertainment, claims Hollywood Reporter.

The news follows Time Warner CEO Jeffrey Bewkes statement yesterday that Warner Bros. will experiment with video-on-demand releases on the same day as DVDs ship.

Thursday's announcement is expected to contain new data on the success of Apple's movie revenue to date, the report claims.

“Taking a customer and moving that person over from rental-physical over moving them to VOD day-and-date is like a 60 to 70 percent margin instead of a 20 to 30," Bewkes said. "So it's about a three-to-one trade."