has teed up availability on mobile devices through its Flixster apps, but no other applications or digital stores are on board - yet. For the Horrible Bosses release, Warner Bros. Sounds good in theory, but in practice the initial launch is a bit lacking.

In essence, consumers will be able to store their purchases in the cloud and access them from anywhere. The idea is that by implementing a digital rights locker, the studios involved (basically all the majors except Disney) (s DIS) will enable viewers to purchase a piece of content once and watch it on potentially any device with a web connection. UltraViolet is Hollywood’s first real effort at breaking the Apple stranglehold. And if you don’t have an Apple TV set-top box, forget about watching an iTunes movie on the big screen. That means that if you have an Android tablet, you won’t be able to take your movie on the go. And with Apple’s iCloud launch imminent, the company will make accessing and transferring movie files even easier.īut iTunes doesn’t play well with non-Apple devices. According to the latest numbers from IHS iSuppli(s ihs), iTunes had nearly two-thirds of the online movie market in the first half of this year. Of course, viewers who live within the Apple ecosystem - those with iPhones and iPads, Apple TVs and an iTunes account - have been able to do most of this already. And soon, they will be able to stream the movie from a number of different digital storefronts, or they will be able to download the file to a mobile phone or tablet to take it on the go. With the release of Horrible Bosses from Warner Home Entertainment (s twx) on Tuesday, viewers will be able take ownership of a digital title across multiple devices without having to transfer huge files. But that might soon change, as the three-year-old UltraViolet initiative is finally coming to market with a product that will let users purchase a piece of content and watch it across a number of devices, and even online video services. (s AAPL) Even with increasing competition from the likes of Amazon, (s AMZN) Vudu (s WMT) and others, iTunes still reigns supreme as the top digital storefront when it comes to renting and purchasing movies online.

Apple’s iTunes store continues to be the main way consumers buy movies online.

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