There are now over 7mn registered accounts for the ‘UltraViolet’ cloud-based digital locker initiative, with consumer awareness now running above 50%, according to Lexine Wong, SVP of worldwide marketing at Sony Pictures Home Entertainment.
Speaking to Home Media Magazine, Ms. Wong said that awareness has “really risen” over the past year, thanks to efforts by the studios involved to promote the concept on DVD, Blu-ray Disc and electronic sell-through releases in the fourth quarter.
This latest tally is more than double the figure of 3mn registered accounts that was announced last June, and the Digital Entertainment Group is expected to reveal year-end figures at the Consumer Electronics Show in Las Vegas next month of above 8mn accounts.
The UltraViolet project was founded by five of the ‘Big Six’ major film studios along with ‘mini-major’ studio Lionsgate – the only notable exception is Disney, which operates its own proprietary digital file service ‘Keychest’.
UltraViolet 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.
To watch our recent video interview with Spencer Stephens, CTO of Sony Pictures Entertainment and one of the driving forces behind the UltraViolet, project, please click here.