Amazon has announced itself as the first online vendor to support the common system for storing and streaming films that the Hollywood industry is pushing.
Known as 'UltraViolet', the new platform will allow consumers to buy movies and store them on a central account. From there users can login from a variety of devices and stream it straight to them. This is certainly a step in the right direction for the film industry which has focused itself in the past on making customers re-buy movies in new formats.
However, consumers who like to own a physical or digital copy of what they've bought and store it locally, may find this new system less useful.
"The best movie and TV service for consumers is the one that provides them with the broadest choice possible," said Amazon's vice president of digital Media, Bill Car, in an announcement at the Consumer Electronics show (CES). It's hoped by both Amazon and the unnamed studio behind the partnership, that the involvement of the online retailer will help increase exposure and uptake of Ultraviolet, which Business Week reports has been doing poorly since its launch in October.
The platform has received some support from other retailers, with Best Buy Co. and Cinema Now both being part of the consortium behind it - though neither has actually begun using the system.
Those involved with UltraViolet aren't messing around, as some of the latest films added to the service haven't been out of cinemas for long. They include the latest Harry Potter and the Deathly Hallows Part 2 movie, Contagion, The Thing remake and Cowboys and Aliens. However, some are a little less up to date including Monty Python and the Holy Grail, One Tree Hill: The Complete Collection and The Underworld Trilogy.
Scorpion King 3 is on there too. Yea I know, but it's got Ron Perlman, so you know it's gonna be bada*s.