UltraViolet is a movie cloud service for Paramount Studios and has over 3 million registered users now, up from the 1 million mark back in February. Now the movie app is available in Microsoft’s Xbox 360 gaming console. The popularity has certainly surged since the mid-April Walmart push. So now, you can buy a digital Blu-ray Disc or DVD, download it, or stream it from the cloud service of UltraViolet.
UltraViolet started out by releasing ‘Green Latern’ and ‘Horrible Bosses’ and a month after its launch also released the popular ‘Harry Potter and the Deathly Hallows Part 2’. Now after releasing the app in PC and Mac, the service is available in the Xbox 360 via the Paramount Movie app. The service was added as Microsoft is expanding the video streaming services in its gaming console.
The UltraViolet Idea
Digital Entertainment Content Ecosystem or DECE is the industry consortium that is behind the Ultraviolet idea that was launched in October last year. All leading Hollywood studios except Walt Disney support UltraViolet. There are vast amounts of movie titles more than 6,000 of them than can be streamed through the UltraViolet app in your PC, Mac or now the Xbox console.
At present DECE is testing the standard file format or CFF for the app. UltraViolet based hardware is being lined up for 2013. Although most of the things have gone tepid, the login and sign-up process has been criticized for their inept handling since its launch and is still not particularly good.
The ‘Disc to Digital’ Program
Walmart’s Disc to Digital program that is powered by Vudu popularized UltraViolet in all of its 3,500 retail outlets and cloud based digital movies are up for grabs at $2 for a disc. Once you get it, you can play it anywhere in a cloud based system. In less than a month, after the Walmart effort began the number of users for the studio backed service double to 2 million, and now it is up to 3 million.
Other Retailers Will Follow Soon
Best Buy is already a member of the DECE and will carry out its own UltraViolet offering like Walmart. Amazon has also said that it would soon sell UltraViolet titles. Mitch Singer, the DECE President, promised that more retailers would be coming to the table by the end of the year.