LOS ANGELES--Warner Bros. has ironed out a short-lived glitch with the film studio's UltraViolet service just in time for the upcoming "Harry Potter" Blu-ray release.
Today, the updated Flixster app enables users to not only stream movies available on UltraViolet, but also download them to iPads and iPhones, a feature that was missing from Warner's initial movie releases on UltraViolet.
UltraViolet is the name of the technology standards and specifications that will enable film fans to store titles on the servers of film distributors, or what is commonly known as the cloud. From now on those who buy UltraViolet films can connect to the Web and watch a streaming version or download the movie to a movie-playing device.
The UltraViolet plan has the backing of five of the six top Hollywood film studios. (Only Disney opted out.)
Last month, Warner Bros. released the film "Horrible Bosses" on UltraViolet, becoming the first studio to adopt the technology. The way it works is that anyone who buys Blu-ray and DVD versions of these UltraViolet films from any retailer receives a redemption code. They can then use the code to receive an additional digital copy of the movie at the Flixster film service, which Warner acquired last spring.
When "Harry Potter and the Deathly Hallows, Part 2 (three-disc Blu-ray/DVD Combo) goes on sale tomorrow, buyers will receive access to an additional Flixster copy they can maintain in the Flixster cloud.
Hollywood is looking for ways to entice people to buy movies again. DVD sales are down and the studios hope making the movies easier to access will help spur interest again. Some critics slammed UltraViolet when they couldn't download "Horrible Bosses" to iPads so they could watch offline, but the studio said that the malfunction is in the past and UltraViolet users will have both streaming and download options from now on.
Warner boasts 21 percent of the DVD market, the largest share of any of the major studios.