Apple is reportedly in talks with Hollywood studios to gain access to movies that are still in theaters.

The report comes after companies like 21st Century Fox, Warner Bros., and Universal Pictures have already confirmed they’re negotiating deals to offer high-priced, home-video rentals of new movies only a couple of weeks after they debut in theaters—a move that would drastically cut down on the normal 90-day wait before movies can be released on DVD or for online purchase.

But Apple wants to feature those same movies on its iTunes platform sooner, and according to Bloomberg, the company may get its chance: Hollywood studios are supposedly considering Apple’s offer, Bloomberg reports, which cites sources familiar with the matter.

The market for movies, TV shows, and music is a congested one—meaning if the deal succeeds, Apple could see a serious boost in its iTunes business, notes Bloomberg.

Despite these reported talks, the idea of a home-video service isn’t completely new. In March, Napster and Facebook co-founder Sean Parker proposed Screening Room, a service that would offer viewers movies on the same day they were released in theaters for $50—along with a $150 set-up box that would be needed to view those movies.

An Apple spokesperson declined to comment on the matter.

Source: Fortune