We reached out to Google for comment, and they confirmed that the price change is new. A representative stated, "We always look to offer consumers competitive pricing on Google Play and have been working closely with our studio partners to do so." It makes sense that they'd move to match Apple's and Amazon's pricing.

Google introduced the 4K compatible Chromecast Ultra last November and added 4K media to its Play Store in December. To see Google Play's current Ultra HD offerings, you can simply input "4K movies" into the store's search box.