UltraViolet Goes Live

UltraViolet, the new multi-platofrm video service from the major movie studios has finally launched. UltraViolet is a technology that will permit customers who purchase a movie on DVD or Blu-ray to download and view that movie on other devices, such as tablet or PC. Warner Bros. “Horrible Bosses” has the distinction of the first movie released as under UltraViolet. Warener also plans on releasing the latest harry Potter move and “The Hangover” sequel on UltraViolet later this year.

Warners is tying these releases into the Flixster app/site that Time Warner purchased earlier this year. But while Warners is being aggressive about embracing UltrViolet, two notable holdouts on the technology side are Apple and Amazon. The two giants are not participating, but All Thing Digital speculates that they may be cajoled into doing so down the line if UltraViolet adoption really picks up steam. The studios are hoping for a big win with UltraViolet since DVD sales dropped 23.6% in the first half of this year.