Reader Justin is steaming because he just found out that the promised “digital copy included” isn’t actually a normal file, but a license to watch the flick through the movie industry’s new “UltraViolet” system.
UltraViolet is a new kind of “digital locker” that aims to let you buy a copy of your movie once and then be able to watch it from any UltraViolet compatible device. Right now your best bet is to use the Flixster app for PCs, iOS and Android. But reader Justin doesn’t like a system where you don’t actually possess and own the file you’ve purchased, you’ve only obtained a license. A license that can be revoked or changed whenever the company feels like it.
“I have attempted to contact Warner Brothers about getting a digital copy that works but my emails have been ignored and the store I purchased the movie from states that they can only exchange an open disk for a second copy of the same one included the fake digital copy,” writes Justin.
The UltraViolet system is rolling out with a number of titles in the next few months, like Harry Potter and the Deathly Hallows Part 2 on 11/11/11, Smurfs on 12/02/11 and Friends With Benefits 12 /02/11.
Unless it offers a way to seamlessly bind together all your online streaming accounts like Netflix and iTunes, consumers are going to either going to shrug this service off or react with the kind of negativity you can already start to see burbling in online forums.