HT1390 Rent to Own movies on iTunes?

I've just rented a movie and downloaded it although I haven't watched it. If i liked it and decied to buys it, does it take into account the cost of the rental or do I have to pay full price for it still?
Also, if I haven't watched it, can I still reverse the rental purchase and instead just buy the movie? (just realised it's only a difference of $4)

Hi ...
You must pay full price to purchase a movie.
if I haven't watched it, can I still reverse the rental purchase and instead just buy the movie? (just realised it's only a difference of $4)
No.
iTunes Store: Movie rental frequently asked questions (FAQ)

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