Redbox goes UltraViolet

US DVD rentals company Redbox has joined the Digital Entertainment Content Ecosystem (DECE) and agreed to promote the latter’s UltraViolet initiative through a programme of mutually agreed-upon promotions and marketing tactics.

The UltraViolet project is a digital rights authentication and cloud-based licensing system founded by five of the ‘Big Six’ major film studios along with ‘mini-major’ studio Lionsgate.

It enables purchasers of DVDs and Blu-ray discs to transfer a protected digital copy of their movie to an online “digital locker” from where it can then be streamed via the Internet or downloaded onto compatible devices and physical media.

Warner Bros. Home Entertainment has also inked a separate deal with Redbox Instant by Verizon, the joint venture of Redbox and Verizon set to launch later this year, which plans to offer digital movies together with the convenience and value of Redbox DVD and Blu-ray Disc rentals.

This agreement will make Warner Bros. titles available in VOD and EST formats and allow Redbox Instant by Verizon to support and distribute Warner Bros. UltraViolet-enabled movies. The deal also covers a multi-year SVOD agreement supporting feature-length content.

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