Studios betting consumers will go to the cloud for movies

Just in time for the holidays, Hollywood has launched its latest scheme aimed at making up for lost revenues from disintegrating DVD sales: UltraViolet, a "digital locker" that gives consumers access to their content on-the-go on up to a dozen separate devices. Studios hope the service will once again convince consumers it's better to own (at least to own the rights digitally, on a limited basis) than to rent a movie. Starting today, with the release of Warner Bros.' Horrible Bosses, consumers will be pitched the idea of "buy once, play anywhere." But, even if it's adopted, there's no guarantee it will thrive. "We are in a preservation game," said James McQuivey, media technology analyst at Forrester Research. "We are trying to preserve an eroding base of DVD and Blu-ray spend. I don't see any way in which this is going to reverse this slide." Article