Something unusual happened for iTunes users when Juno made its DVD debut this week: the Fox movie was also for sale as an iTunes download for $14.99 as the News Corp (NYSE: NWS) unit tests downloads of new releases. It’s not a wholesale change—Fox told Variety more movies are likely to follow but on a title-by-title basis and Juno won’t be available for iTunes rental until May 14… Meanwhile, as Variety reports, Paramount is experimenting with new-release download sales on iTunes. Including Disney (NYSE: DIS), that makes three studios willing to try new released on the Apple (NSDQ: AAPL) service, which has been pushing the ability to do downloads through Apple TV direct to the living room.

But Apple isn’t ahead of the curve on this ... Paramount, Fox and several other studios already sell new releases on Amazon (NSDQ: AMZN) Unbox—Fox’s Alvin and the Chipmunks is there—as is Juno for $14.99.