The same day that Disney launches its mega-hit Frozen in the digital realm, the company is announcing a cloud-based purchase and storage service for its films. In a new deal with Apple, Disney Movies Anywhere goes live today exclusively through iTunes, kicking off with more than 400 Disney, Pixar and Marvel titles such as Iron Man 3, Finding Nemo and Mary Poppins. The service allows users to browse, buy, manage and watch movies on PCs and iOS devices using an app or website. The move comes 15 months after the company announced it was pulling the plug on Disney Movies Online, its barely-known and costly Internet pic service.

Not that DMA is without precedent.

In many ways, DMA is Disney’s answer to UltraViolet. While the House of Mickey has not been a part of the UltraViolet gang, the cloud-based digital rights library has been backed by many of the other major studios as well as Lionsgate, DreamWorks Animation and HBO, among others. With two such systems now on the movie market, there undoubtedly will be concerns about consumer confusion over DMA and UltraViolet, which debuted in 2011. The latter’s backers want the service to be the industry standard and to provide consumers with a single digital locker for their movies. A desire the new DMA now challenges.

Additionally, the tie-up with Apple is key for Disney. Right now UltraViolet titles can be played on Apple devices, with the help of an app, but don’t show up in iTunes. DMA is powered by KeyChest, Disney’s adaptable technology that can integrate with any existing distribution partner as well as work with new ones to enable access to digital content. DMA bolsters the companies’ ties with Apple. Last year, the Disney Channel app was made available on Apple TV.

Today’s launch is the first phase of a range of DMA plans, says Disney – with the company currently in negotiations with other content providers. Disney Movies Anywhere perks include the ability to stream or download across multiple devices simultaneously, earning Disney Rewards Points for digital purchases for the first time and a limited offer of a free download of The Incredibles at launch. Alas, Star Wars fans take note: The Force is not yet strong with DMA as there are no Lucasfilm titles available at present.