![]() And large swaths of the UltraViolet system are still incomplete. There will be only 10 or so titles for UltraViolet by Christmas. Rank-and-file consumers are still hazy about what cloud storage even means. Some analysts say Warner is moving too quickly. “We don’t have the luxury of waiting a year until we have everything perfect.” “We recognize that the product is not perfect today,” Mr. That may seem complicated for consumers in the age of Netflix and iTunes. Once consumers buy an UltraViolet-enabled DVD or Blu-ray set - say, “Harry Potter and the Deathly Hallows: Part 2,” which arrived in stores on Friday - they can set up an account on Flixster and type in a code provided on the disc packaging to claim their digital rights. Retailers like Wal-Mart are working on UltraViolet access sites, but the only way to use the cloud-based service for now is via Flixster. “We must move consumers in mass numbers toward collecting movies digitally, and this is a path,” said Kevin Tsujihara, president of Warner Home Entertainment. The strategy is to make owning more compelling than renting by loading digital portability into purchases. The free service, backed by most of the big studios, allows people to buy a movie once and watch it anywhere - on a computer, mobile device or Web-ready television. Warner last month introduced technology that makes Flixster the home base for a new movie storage service called UltraViolet. The studio, which is owned by Time Warner and commands a 20 percent share of the DVD and Blu-ray market, has decided to center its buy-not-rent hopes on Flixster, a small social network for movie buffs that it bought in May for about $75 million. ![]() Desperate to raise home entertainment profits, studios want people to start buying movies outright again, either digitally or on little silver discs.īut what’s the best way to force that pendulum to swing?Įvery studio is grappling with that question, but one of the more aggressive and risky bets is being made by Warner Brothers. LOS ANGELES - Hollywood has had enough of the sharp consumer shift toward renting movies through Netflix.
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