I looked for more information about this, and found this excerpt of an interview with Burns from PremiumHollywood:
Burns: So, we’re gambling and we’re gonna be the first film that is
released exclusively through iTunes. It’ll be available for four
weeks exclusively, and the idea is we’ll promote it the same as you
would a theatrical release and we’ll see what the numbers are. If
the attendance, if the downloads, which we expect to be a much
higher numbers than the attendance, I think it’ll be the way I would
go in the future for small movies like this. […]
Reporter: When did you say it would be available?
Burns: Um, October 9th.
Reporter: Is iTunes promising you a huge amount of promotion for
Burns: Huge is a relative term. We’ll have to see, but they’re
promising promotion. I hope it’s huge.