Apple is talking with Hollywood studios to try and get iTunes rentals of movies that are still playing on the big screen. According to a report from Bloomberg, "some studio executives have been pushing to allow home rentals as early as two weeks after theatrical debuts and are considering a deal with iTunes as one option." Bloomberg reports: The most recent talks are part of longer-running efforts by Cupertino, California-based Apple to get new movies sooner, two of the people said. Such an arrangement could help iTunes stand out in a crowded online market for movies, TV shows and music. While the iTunes store helped Apple build a dominant role in music retailing, the company hasn't carved out a similar role in music and video streaming. Hollywood studios typically give theaters exclusive rights to new movies for 90 days or more before issuing them on DVD or making them available for online purchase. One of the concerns about iTunes is whether it will be a secure platform for delivering movies that are still in theaters, the people said. While Apple encrypts iTunes video files so they can't easily be duplicated, it's possible to use a camera to record a movie playing on a TV screen. A leak of picture that's still in theaters would jeopardize returns for the studios and cinema owners.