That’s just the beginning. Movielink and CinemaNow are now the first significant (and legal) source for movie downloads.
The big question is still “will they succeed?” Two issues are key here. First, the movies are protected by a DRM solution that limits significantly the ways you can use the movies you just bought. Second, and maybe more important, the price issue will play a significant role: about the same price as the physical DVD in a plastic box and with a booklet (9.99$ to 26.00$) but with only the download.
I am not sure this is the best way to push the sales up. The market will tell.