The movie industry hasn't exactly rushed to embrace the internet age, perhaps not surprisingly seeing it more as a threat than an opportunity.
But they have been beavering away in the background via a trade amalgamation called DECE.
Today that body launches the fruits of its labour.
Ultraviolet is a digiral locker that enables buyers of content to, theoretically, at least, have access to that content across a variety of media and devices. So, if you buy a DVD you will also be able to access a stream of the same content online.
Well, that' s the theory - the reality is that players like Disney aren't involved and the technology is apparently cumbersome for users.
Still, this is a hugely brave move in the right direction.