A new reason to make that much-rumored 3G iPhone a reality: So movie fans will have an easier time downloading movies from iTunes to the device. This will become an even bigger deal now that Warner Bros. said it's going to release movies online and on-demand on the same day they come out on DVD.

The New York Times reports that Warner has been testing the maneuver with a few flicks over the past few months and found that while there was a slight negative effect on DVD rentals - a 3% drop - DVD sales actually rose 3%-5%.

The first new releases to have concurrent iTunes/DVD availability this week include "American Gangster" and "The Diving Bell and the Butterfly." New titles generally cost $14.99, with most catalog titles going for $9.99.