So you still need to buy a physical copy? They've still learnt nothing.

From what I've read it doesn't sound like a very user friendly system. I hope they'll at least keep the option of an iTunes code in the triple play packs.

That's stupid, having to buy the film on DVD/BluRay before you can download it. They may as well do what they did with certain films in the past and include a digital copy on the disc rather than do this.

Apple doesn’t want to be involved - so you won’t find Ultraviolent on iTunes

Good, coz violence is wrong ):

I give it a year, tops. What us consumers want, isn't more hassle, more signups, more serials and more DRM. I want to watch the movie I bloody paid for, preferably without being bombarded with accusations of piracy and unskippable trailers. That's it.

I certainly wont be jumping through all those hoops to watch a movie again.

It can't be as confusing as buying DVDs from eBay.. Do I click ‘Buy’ or ‘Watch this item’? Surely I want to do both.