I purchased a DVD that advertised a free iTunes copy. This struck me as odd since I bought the DVD specifically because it was not on the iTunes store.1 I had planned on applying the delicate art of Handbrake to make it available through my AppleTV.
I thought "Hey, I might as well give it a shot." So I followed the short set of instructions. I was required to insert the DVD and run a small application. The application asked for the code printed on the DVD insert. After a couple of seconds, I was redirected to iTunes automatically where I was asked for the same code again. Redundant but not complicated. Within seconds, a digital copies was downloading from the iTunes store into my iTunes library. For all intents and purposes it appears to be like any other movie purchased from iTunes. Except, you know, it's not available in the iTunes store.
In conclusion, I'm very happy with the digital copy I downloaded from the iTunes store, even though it's not available through the iTunes store. Magic.
Fine! It was Mickey Mouse Clubhouse. There. Happy now? ↩