Apple has followed Amazon Unbox’s lead in offering weekly 99 movie rental specials. Call it a loss leader – these sales reinforce their respective movie rental service offerings. When we still had the bedroom 32″ SDTV, we often enjoyed Amazon’s discounted films via TiVo. (Though we haven’t enjoyed watching them on our HDTVs – letter and pillar-boxes? Please!) It’s not yet clear if iTunes will offer multiple weekly selections like Amazon (did), or if the sale will be limited to one select feature as it is this week (The Hours).