Alternative cloud-based option for buying movies debuts this week.
The movie "Horrible Bosses" not only hit stores on Blu-ray and DVD this week, but Warner Brothers also put it "in the cloud".
"What they see this as is a way to bring back consumers to purchase, not rent, purchase movies and tv shows," said Erik Gruenwedel of Home Media Magazine.
Warner Brothers and the other hollywood studios, with the exception of Walt Disney, have teamed up on Ultraviolet.
It's an option that allows consumers to bank a digital copy of a movie or tv show they've just purchased on dvd or Blu-ray.
The extra copy gets stored in a cloud-based digital locker for accessing online or on the go.
"The idea that they can now collect in the cloud, digitally, and access content wherever they happen to be, and share with family,
is a benefit consumers don't currently have today," said Ultraviolet President Mitch Singer.
Ultraviolet arrives as DVD sales continue to decline, which are down more than 40 percent since 2006.
Hi-definition Blu-ray has made up up some of that ground but the popularity of rental and streaming services such Redbox and Netflix may have changed consumer mentality.
"I think the market is moving in a different direction, and people aren't going to be as interested in owning, 'owning' a digital copy of a movie much longer," said Molly Wood of CNET.com.
"Green Lantern" will put that theory to the test friday as the second movie to hit the new format.
Whether Ultraviolet means more green for Hollywood is up to consumers.