Why  are the movies $1 more on apple tv than itunes??

i was looking on my itunes to day & saw the movies where cheaper on itunes, so why did i pay $129 for the apple tv when & can run my 4m hdmi in to my bravia ?????

Just to clarify:
Within the itunes store you can buy movies in:
480p (standard def.)  = cheapest option
720p (HD) = Generally $1 more (if available to download in the first place, as not all titles are avail in HD)
1080p (HD) = Same price as 720p
On an ATV, by default you only have the option to purchase movies in HD (at the prices noted above), provided an HD format is available in the first place.
On an ATV-2, you cannot access 1080p rentals at any time (if you try a work around with itunes, you will be dissapointed...  https://discussions.apple.com/message/18013054#18013054)
To access 1080p rentals within itunes, you must choose to download the higher stream (BUT FIRST)...
-you must turn on 1080p downloads:
1)open settings menu
2) go to preferences
3) click store
4)change the default HD videos preference (shown below)

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