Are iTunes HD movies the same quality as Blu ray?

Ive never purchased an itunes movie. Just wondering about the quality vs. blu ray? Im assuming the big advantage of itunes movies is the portability?

Blu-Ray has better image quality.  Apple TV only supports content up to 8Mbps for 1080p whereas Blu-Ray can go as high as 40Mbps.
What this means in a nutshell is that the content in iTunes is more compressed, which will have an impact with picture quality.  I won't even go in to talking about sound. 
At the end of the day I guess it really depends on your setup and what you're looking to get out of it.  I've seen the newer content in iTunes (Sherlock Holmes: A Game of Shadows) and it looks really good.  I've also downloaded Gladiator (1080p) and it looks mediocre at best.

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