SOFT START: Warner Bros. on Tuesday launched the view-anywhere UltraViolet system of online movie ownership with "Horrible Bosses."
SALES SPUR: Studios want to encourage digital movie sales by giving consumers a taste of owning something in the computing cloud. Warner's first UV-enabled discs come with a code consumers can redeem at its movie database site, Flixster.
PARTNER PROBLEMS: UltraViolet is meant to link retailers, gadget makers and studios in an interconnected web of shared commerce where you only have to buy once, but own in multiple places. But Warner and Sony are launching titles without third-party partners.