Once a user clicks on the rent button in the iTunes store, it will be available to watch within 30 seconds. It can be watched there and then (instant play) or the user can elect to watch the movie any time within 30 days, but once they ve started they have 24 hours to finish watching it. The user can stop watching and then decide to watch on another device, so they can start watching a film at home, then finish on their iPod on the way to work in the morning.
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