Sony: UltraViolet Tops 7 Million Registered Accounts

12 Dec, 2012 By: Erik Gruenwedel

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Consumers registering movies to the cloud-based UltraViolet digital locker exceeds 7 million accounts, with consumer awareness above 50%, a Sony Pictures Home Entertainment executive told Home Media Magazine.

The tally, which is more than double the 3 million registered UV accounts announced in June, underscores ratcheted efforts by studios promoting the concept on DVD, Blu-ray Disc and electronic sellthrough releases in the fourth quarter.

“Awareness has really risen over the past year,” said Lexine Wong, SVP of worldwide marketing with SPHE.

Updated year-end UV registered account numbers (expected to reach 8 million) and compatible titles will be released by DEG: The Digital Entertainment Group at the Consumer Electronics Show next month in Las Vegas.

Sony Pictures, Warner, Fox, Universal, Paramount, Lionsgate and DreamWorks Animation have all embraced UltraViolet through pre-street date digital releases of select titles via Sony Pictures Store, Best Buy’s CinemaNow, Amazon, Xbox Video, Walmart’s Vudu.com, PlayStation Store and Google Play.

“In all of our releases we have links to learn more about UltraViolet because not every consumer knows what it is yet,” Wong said.

Wong said the industry remains united marketing UltraViolet through stickers on DVD and Blu-ray Disc releases and similar language on disc promos explaining what cloud-based digital storage is and how it works.

The just-launched Sony Pictures Gift Store offers 500 UltraViolet enabled digital titles to gift during the holiday season.

“Every studio has an insert explaining what UltraViolet is, and if you go to the Sony store you’ll find a ‘What is UltraViolet?’ educational link, in addition to banners and planning pages,” Wong said. “We haven’t done a broad-reaching consumer campaign on UV yet because we are waiting for [more] market penetration.”

She said expanded marketing efforts involving studio and retail partners are forthcoming.

“We see that happening next year,” Wong said.

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