FYI, this movie comes with both Digital Copy (works with iTunes) and UltraViolet. Contrary to what Warner Bros claims, UltraViolet isn't a digital copy, it's a way to register your purchase so that multiple retailers (Flixster and any others who sign on) will be allowed to show it to you.
But in case anyone was worried, be assured that you can choose an iTunes copy in addition to registering it on UltraViolet. Check out the redemption screen here:
This is EXACTLY how Ultraviolet should have been marketed in the first place. A streaming alternative that does not substitute for the true digital copy everyone likes to use in their format of choice. By including iTunes, Amazon and Vudu options Universal/Dreamsworks has essentially resolved all the stupidity that is Warner Brothers for this release. Warner Brothers has completely broken Ultraviolet and destroyed it's brand in the marketplace as a cheap attempt at control by studios all so they could push their foolishly acquired Flixster service (that does not work). Warner needs to wake up. IF Ultraviolet must stay (and I argue it doesn't need to actually, it's a waste of time), then I hope other studios choose to follow this Universal/Dreamworks example with Cowboys & Aliens on how to create the perception of added value correctly (and it is just that perception... there is no actual added value here any other already existing digital copy option can stream).
Just another scam to get consumers to pay money for something, but not actually own it. The Cloud is a scam. Just being allowed to stream the video is an example of the ignorant Hollywood elitist's trying to control something. Let me tell you, keep trying! Eventually your dishonest mistakes will fold in on you perception of how the world should be.