Why the huge price rise for films in UK iTunes store?

I have recently noticed an inexplicably huge rise in some film prices on the UK iTunes store.
The films I mean are mainly old British ones (1940s-1950) which were all previously £2.99. Admittedly this was cheap but still in line with other retailers. Now, all of these have gone up to £7.99 - more than double the price! I'm glad I purchased all the Terry Thomas films when I did as these are among the affected items, which also include films starring Norman Wisdom, Will Hay and others of that ilk.
This goes far beyond the VAT issue which has previously been discussed. It seems Apple are just being brazenly greedy now with price rises left and right. Has anyone from the US or other countries noticed this happening in their stores too?

I checked a few old films and Amazon's prices match iTunes:
Oliver Twist (1948)
iTunes Rent £2.49 Buy £9.99
Amazon Rent £2.49 Buy £9.99 (or on DVD for £3.70)
Oh, Mr. Porter (1937)
iTunes Rent £2.49 Buy £7.99
Amazon Buy only £7.99 (or on DVD for £4.10)
The Scarlet Pimpernel (1934)
iTunes Rent £2.49 Buy £4.99
Amazon Rent £2.49 Buy 4.99
A Tale of Two Cities (1935)
iTunes Rent £2.49 Buy £9.99
Amazon Rent £2.49 Buy £9.99
excepting only that for some reason you can't rent Oh, Mr. Porter on Amazon. £9.99 does seem a little excessive for The Scarlet Pimpernel. I suppose it's a 'what the market can bear' calculation.
Interestingly:
La Dolce Vita
iTunes SD Rent £3.49 Buy £9.99 (HD Rent £4.49 Buy £13.99)
Not on Amazon except as a DVD £19.99 (of course it is a three hour film), but
Curzon Cinema (not stated if SD or HD) Rent £2.00 no purchase.

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