With surround sound audio a part of UltraViolet, Towne says that customers can expect Blu-ray-like quality from UltraViolet downloads.
UltraViolet launched in October, 2011 but consumer awarness for the technology is still limited. For now, shoppers mostly see it as a value-add to a physical disc, one that allows them to download an electronic copy.
"It's still very early days," Towne says. He believes that the transition to cloud-based entertainment will take years.