This week’s 99p movie is Eternal Sunshine of The Spotless Mind staring Jim Carrey and Kate Winslet. It is not available in HD.

To all Cinemira beta testers, we pushed out a change this morning to the “Todays New Rentals” column of Cinemira. This column is now listing movies from newest to oldest top down. We’ve also extended the life of a days worth of movies to show for 72 hours, so you’ll be able to review 3 days worth of movies, and Fridays movies will remain the entire weekend.

Below is a list of recently added Apple TV HD or iTunes HD rental or purchase titles.

Brave (2007) (iTunes HD Rental & Purchase)
Assault of the Sasquatch (Apple TV)
Beat Street (Apple TV)
Young Billy Young (Apple TV)
The Flying Scissors (Apple TV)
Law Abiding Citizen (Apple TV)
Baby’s Day Out (Apple TV)
Posse (1975) (Apple TV)

It’s been while since we’ve published one of our “The More You Know” posts, and with our new dedication to Apple movie content, we thought we’ve start the series off again with a little information on iTunes Store movie rental usage rights. If you’ve ever wondered how long you have before you rental expires, or if you can transfer a rental from your Apple TV to your computer, read below.

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• You have 30 days to watch the movie after the download completes. You can start watching the movie while it is still downloading.

• Once you’ve started to watch the movie, you have 24 hours to finish watching the movie (even if you start watching before the download is complete). You can watch the movie as many times as you want within this 24-hour period.

• The rented movie will expire when either the 30 day or 24-hour limit is reached. Once the rental expires, the movie is automatically deleted. You must re-rent and download the movie to view it after your rented movie has expired.

• You can move the movie between devices as many times as you wish during the rental period, but the movie can only be played on one device at a time. If you rent the movie on your Apple TV, it is not transferable to any other device and you must watch it on your Apple TV.

• On your device, the time remaining for you to finish watching the movie appears near the movie title.

• You can only play your rented movies on the computer you rented it from and only if it is authorized to play your iTunes Store purchases and rentals.

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For more The More You Know posts head over to our section of the same name.

Below is a list of recently added Apple TV HD or iTunes HD rental or purchase titles.

Star Trek II: The Wrath of Khan (Director’s Cut) (Apple TV)
Star Trek VI: The Undiscovered Country (Director’s Cut) (Apple TV)
Wonderful World (Apple TV)
Ninja Assassin (Apple TV)
Bandslam (iTunes HD Purchase)
Unrivaled (iTunes HD Purchase)
Astro Boy (iTunes HD Rental & Purchase)
The Fourth Kind (Apple TV)
Did You Hear About the Morgans? (Apple TV)
The Princess and the Frog (iTunes HD Purchase)

This weeks new release titles are now available for purchase and rent.

The Princess and the Frog (iTunes Extras) (iTunes HD Purchase) (This movie will be available for rent Apr 15, 2010)
Astro Boy (iTunes HD Rental & Purchase)
Armored
Did You Hear About the Morgans? (Also Available in HD on Apple TV)
Ninja Assassin (Also Available in HD on Apple TV)
The Fourth Kind (Also Available in HD on Apple TV)