Amazon Is The First Retailer To Give Its Blessing To Hollywood's New Movie Format [Silicon Alley Insider]
With the UltraViolet format, viewers can buy a digital copy of a movie, have it stored in an online locker and stream the movie on various mobile devices and televisions.
UltraViolet has not yet seen widespread adoption, as major digital retailers had very little incentive to support the format. Both Amazon and Apple, for instance, have their own locker storage for movies, music, and all media. UltraViolet was also criticized for being very difficult to use.
At this year's CES, UltraViolet got its first major boost in support as Amazon has inked a deal to offer UltraViolet format movies. Prior to this deal, UltraViolet had received praise from retailers like Best Buy and Wal-Mart, but none had been willing to go as far as to sign an actual deal to sell UltraViolet formatted content.
A partnership with Amazon could be enough on its own to make UltraViolet a success. In the announcement of the deal, Amazon and UltraViolet predicted that plenty of devices with UltraViolet support would be available by the 2012 holiday season.