The final nail to UltraViolet’s coffin was Disney’s relaunch of its own cloud locker as Movies Anywhere, a cross-industry cloud locker with buy in from all major studios. What’s more, with consumers embracing streaming services like Netflix over media ownership, cloud locker services became a lot less relevant. However, without Disney, UltraViolet had a hard time to get buy-in from some of the major retailers, with iTunes, Amazon and Google Play never joining the party. It also teamed up with a number of digital retailers, and even allowed consumers to upconvert their existing disc purchases for a small fee, effectively turning DVDs into downloadable digital titles. The service had contracts with all major studios except Disney, which was developing a separate cloud locker called Disney Movies Anywhere.
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