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Warner Bros. turns to Twitter to promote #UltraViolet

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The next step in Hollywood’s effort to educate consumers about its UltraViolet digital rights locker came from Warner Bros., (s TWX) which is taking to Twitter with a promoted trend aimed at getting Harry Potter fans excited about streaming the title to their computers and other devices.

The #UltraViolet Promoted Trend was launched to coincide with the release of Harry Potter and the Deathly Hallows Part 2, which goes on sale on Friday. With the release of the final installment in the popular Harry Potter franchise, Warner Bros. is promoting the ability to own a digital copy for streaming to computers, tablets and smartphones.

The Twitter promotion is just one more effort by Hollywood studios to teach consumers about the benefits of UltraViolet, which in theory will allow consumers to purchase a movie once and watch it anywhere they want to. Then again, if you read the fine print, the deal isn’t as good as first promised: The UltraViolet stream is a standard-def version of the film only, and special features are not included. Finally, while the plan behind UltraViolet is to eventually enable consumers to watch movies that they’ve bought on a wide range of platforms, it also warns that the service is not available on all devices. So much for that.

Restrictions like those explain why some consumers aren’t fans of the digital copy scheme, at least in its initial rollout. UltraViolet has received scathing reviews from consumers who purchased The Green Lantern and Horrible Bosses: the first two titles to be released with the streaming copy attached.

Early reviews from the Harry Potter release aren’t much better. While the DVD has yet to go on sale, there are already a number of one-star reviews attached to the title on Amazon, (s amzn) most of which warn to stay away from the UltraViolet digital copy.

For now, the biggest complaint seems to be with the use of Warner Bros.’ Flixster application for accessing digital copies online and on mobile devices. When other applications and websites come online, consumers might have better user experiences to choose from, which could reduce some complaints. Until then, the studios are facing an uphill battle against consumers that aren’t satisfied with what UltraViolet has to offer.

12 Responses to “Warner Bros. turns to Twitter to promote #UltraViolet”

  1. Personally I hope to god this fails miserably. I get the impression they simply don’t want me to have a digital copy. I have some news for the studios. Your efforts are to control piracy. You are INCITING piracy by pulling this shit on PAYING customers. Do you want to give me the damned movie or not? Because if I pay you and all you give me is a bunch of bullshit, then yes I WILL STEAL IT.
    Bottom line. Perhaps you should focus on giving people what they bought.
    Go back to discs and codes. I WANT THE MOVIE, that’s why I BOUGHT THE MOVIE. If buying the movie doesn’t get it for me, what the hell do you think my next step will be you unbelievable douchebags?

    I MUST have an internet connection with my iPad to watch my digital “COPY”
    more like “digital RENTAL” I hope you get class actioned on your terminology and at the very least have to have HUGE PRINT on the package
    I am so sick of buying something off the shelf that says “DIGITAL COPY” and I’ve grown up since the inception of that stupid fucking idea and it was a damned CD or VCD depending on who you are.. and a code…

    You all can choke on your own market control as we with the money decided to KEEP IT IN OUR WALLET.. you think just because you’re in the entertainment industry you can’t piss off consumers… keep it up… that 15% you lose to piracy is going WAAAAAAAAAAY up.


  2. I use itunes also and I am pissed about this UV crap. Like the other user said now my collection is incomplete. Why change formats with the last movie …Dumb, why not give us a choice?

  3. nat whyte

    I agree with everyone else hate copy of Harry Potter 2 suddenly stop working and had to contact Flixster to correct it or give me another asset code.another bad thing if your Wifi connection is not strong you end up using your 4G connection and your bill is high.the only good thing I can download it to 5 devices.

  4. nat whyte

    I agree with everyone else hate it. had to email flixster because my copy of Harry Potter 2 suddenly stop working.and had request another code for asset.and what I don’t like if you don’t have a strong Wifi connection you find yourself using your 4G connection instead which will be your phone bill high.give me the classic digital copy download instead

  5. I feel ripped off with the UltraViolet digital “copy”. My entire digital library is based off of iTunes and the good user experience Apple built around it. I can sync content to my iPad to play even without an internet connection, I can choose the movie on my Apple TV and stream it over my network, I can use AirPlay and, with home sharing, even watch a movie I haven’t synced to my iPad over my home network.

    UltraViolet is proprietary, incompatible crap!

    I hope the studios see the overwhelming negative reaction and kill the service ASAP!

  6. Jason Allbritton

    I am sorry to say that I found this article to late. I bought Harry Potter 7 pt2 w/ the digital copy and was disgusted to find that I had to use UltraViolet to get and view the movie. I understand if Warner Brothers wants to promote UV, but to not allow consumers to use it with iTunes after the last few have been is wrong. So now my digital collection is incomplete in my view and to make it worse UV really is a poor ugly looking piece of software.

  7. Dave Zatz

    They have a pretty long television commercial running too – I’ve seen it a few times. I think it’s gotta be at least 60 seconds. But what they don
    t get is that consumers don’t care. Why buy a physical disc to get a digital copy? Madness.