Here Comes Another Cloud: Hollywood Hopes “UltraViolet” Will Save DVDs

Say this for UltraViolet: It actually launched.

When word first got out that most of Hollywood and the tech industry was working on a “Giant Media DRM Cloud Coalition Featuring Everyone Except Apple and Disney” (and Amazon ), the safe bet was to assume the thing would never see the light of day.

But here it is. Today you can buy “Horrible Bosses,” the first UltraViolet-blessed movie, on DVD or Blu-ray, and it will come with a code that will let you stream and/or download the film on other devices, like iPads, Android phones and laptops.

At least in theory. Time Warner’s Warner Bros. showed me some slides yesterday that spelled out how it’s supposed to work — digital access to the movie is tethered to the Flixster app/site the studio bought in May, using Facebook as a login (Mark Zuckerberg = Big Media’s new buddy). But I can’t vouch for it in any way, because I have no idea if it really works.

The idea, though, makes perfect sense: Of course a DVD purchase should entitle you to watch the same movie on multiple machines.

And if Warner Bros. doesn’t charge a premium for UltraViolet movies — which they don’t appear to be doing with “Horrible Bosses” — then it makes a whole lot more sense.

No one is going to get too excited about the prospect of watching “Horrible Bosses” on your laptop and your TV. But Warner Bros., which has been banging the drum hard on this cloud/locker idea, will be rolling out big movies for UltraViolet later this year, including the newest “Harry Potter” and the “Hangover” sequel. Sony will chip in some movies soon, too.

And later on, the UltraViolet folks promise that they’ll have more movies, and more compatible devices, too, like connected TVs and game players like Xbox 360, etc.

A couple of things to think about as this stuff rolls out: