In a bid to increase movie sales, Apple is featuring more alternative content in the iTunes store. Today, they've introduced the "Music Movies" library and added a landing page to promote releases. Music movies are music themed movies, concerts, and documentaries showing a lot of behind-the-scenes footage.

While at the moment the collection is limited, Apple does offer a few movies that are only available on the iTunes store, like the Kings of Leon concert DVD and U2's 'Rattle and Hum' and 'John Lennon Imagine'.

Apple also plans to negotiate early release of some music-themed movies for the iTunes store so people can buy them there long before they come out in stores.