A Thought on DRM-free Movies and TV Shows on iTunes

With Apple now offering higher quality music tracks at a premium price, might they do the same thing with movies (and maybe TV shows) as well? They could give users video files at the current quality at the same price with DRM but also sell 720p videos with no DRM at a higher price and give users the option to upgrade their already purchased video content to the higher-quality for the difference in price. It would also go hand-in-hand with the Apple TV that is able to play 720p content but suffers from a lack of it on iTunes.