Sony to unveil “Ultra” 4K streaming service Apr 4

PanARMENIAN.Net - Sony is launching its 4K streaming service, Ultra, on April 4, exclusively on its new 4K TV sets, the company announced Tuesday, March 29, according to Engadget.

Sony said it is focusing solely on digital purchases. The 4K films will go for $30 with HDR (some will also include special features). Those include newer titles like Concussion and The Walk, as well as older films like Crouching Tiger, Hidden Dragon.

If you've already purchased films on Sony's online store, you'll be able to upgrade to the 4K version for a "discounted" price, Engadget says. You'll also get four titles for free if you purchase a new 4K Sony TV this summer.

Jake Winett from Sony Pictures confirmed at an event in San Francisco that you'll only be able to pull in your Sony studios Ultraviolet movies, at least for starters. He did say they'd like to add content from other studios, but it won't be there at launch. Winett also said that it was technically very easy for Sony to add the option to rent movies and that the focus on purchases is a "commercial decision." If Sony seems consumer demand for it, however, rentals may show up on the platform at a later date, Engadget says.