I was reading an article on MacRumors I saw a posting that showed this image of an iTunes support page dropdown that included the following (click on image):
There have been rumors that movie rentals were coming to iTunes. While Steve Jobs seems dead set against a subscription model for music (I agree with this stance), a rental plan for movies makes sense. The rumor is that you could rent the movie for 30 days for $2.99 and be able to move it to one other device (i.e., iPod, AppleTV, iPhone, etc...).
Read the MacRumors article