A Hollywood initiative that aims to revive home video sales by enabling you to watch your purchased movies on multiple devices is having a soft start.
Warner Bros. released "Horrible Bosses" on Tuesday without many of the hoped-for partnerships in place.
Several movie studios had intended to launch UltraViolet with an array of retailers and gadget makers to form an interconnected web of shared commerce. The concept was that you could buy a Blu-ray disc from Wal-Mart and have a digital version streamed to you by Comcast Corp. without even removing the shrink wrap.
In reality, a back-end system to allow such seamless viewing across devices hasn't been created.
Still, the early trial is meant to familiarize people with the notion of owning something that doesn't sit on a shelf.