"Studios are going to be making hundreds of titles available, at a minimum, throughout 2012," said Mark Teitell, general manager of the UltraViolet industry consortium known as the Digital Entertainment Content Ecosystem. "By the time we're having a conversation like this [next year], we'll have grown exponentially."
Amazon.com also announced that it would be the first independent retailer to sell UltraViolet movies directly online, without a disc. Executive Vice President of Digital Content Bill Carr said the Web retail giant just signed a partnership with one studio, which it declined to identify.
Previously, the only digital service that works with UltraViolet was Flixster, a movie rating website that Warner Bros. acquired last year as part of its plans to stimulate digital movie sales. Flixster makes an UltraViolet-compatible application for Apple and Android phones, tablets and PCs.
Best Buy and Wal-Mart, which also sell movies online, have yet to take the leap into UltraViolet. Representatives for both companies declined to comment.
Later this year, the companies behind UltraViolet plan to develop a marketing campaign to explain the format's benefit and exactly how it works. Despite missteps out of the gate, backers say history proves that UltraViolet can overcome a troubled start.
"During the launch of the DVD there was a wave of negative comments, and people said it was a failed format," Sony Pictures Home Entertainment President David Bishop recalled. "In the end, DVD did extremely well."