Film industry takes on iTunes with Ultraviolet

They can at the time use the code to add the movie to their Ultraviolet library, meaning they can download digital versions of the film onto their computer or stream it over the internet from the Cloud.

The Ultraviolet Alliance

The Ultraviolet Alliance, a consortium of 70 companies involved in the film industry, says movies can at that time be enjoyed on any device, just as a computer, smart phone or tablet PC, unlike iTunes which ties users to Apple products just as the iPhone and iPad if they want to watch films during on the move.

"If you buy a DVD, you can lend it to your friends, nevertheless you have to watch it using a DVD player. With Ultraviolet you will be able to watch it on your smartphone, smart TV, computer no matter where you are.