I’m becoming addicted to renting movies online. They’re decently priced, and so fast; it beats the experience of going to a physical video store hands down. Except for one little thing: selection. But is that about to change?

Specifically, what I’m talking about are movies just released on traditional formats like DVD. Typically, the movie studios have allowed users of the online movie services like iTunes and Amazon On Demand to buy these movies the day they come out, but have held them back from being rented online on the same services until they have been out for a few weeks. This is silly, since you can rent them from day one at a brick and mortar store like Blockbuster. But it’s clearly Hollywood being cautious about its product.

But this week I noticed something for the first time: A solid selection of new release rentals on both iTunes and Amazon On Demand. While there have always been a few select movies that are available to rent the day they come out, it’s usually the exception to the rule and it’s typically been with 20th Century Fox movies. But right now I’m seeing two movies from other studios that came out today available to rent: Pride & Glory and RocknRolla. Both are technically Warner Brothers films, Pride & Glory was made by New Line which is a division of Warner.