Apparatus and methods to implement a technique for selling content such as movies online. In one implementation, a user obtains permission from the content owner to sell access to an item of video content. The user acts as a promoter for the content and receives compensation from the content owner for each sale. The user does not have or create copies to transfer to buyers—the commercial transaction and fulfillment are provided by the content owner. The user can build a library or online store of content that the user promotes. In another implementation, the system provides significant gifting functionality for content items, such as for providing previews and gift wrapping skins for gifted content items.
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