Variety has an article outlining Steve Jobs work to bring media into iTunes.  It looks like movies will take awhile

Studios have resisted Jobs’ initial insistence
that feature films be priced at the easy-to-remember $9.99. After all,
library titles are typically sold to Wal-Mart and Best Buy
significantly cheaper than new releases. Studios now are trying to
convince Apple to sell similar content at multiple price points,
something the company has never done.

Also complicating the
deals: The studios are working out terms with a host of other
distributors, including Amazon, Movielink and BitTorrent, in part to
make sure that one company does not dominate. It seems that none of the
studios wants to be first in making a deal with Apple. Disney would be
the logical leader, but even they are cautious, fearing it will look
like in-house synergy rather than a business decision.