Studios hope that giving consumers the ability to do more with their movie purchases will help boost sales.
Since launching in October of last year, UltraViolet has had about 6 million people sign up.
For the nine months through September, U.S. sales of DVD and Blu-ray discs were down 3.8 percent at $5.4 billion, according to the industry consortium, The Digital Entertainment Group.
More people are turning to subscription video services like Netflix and digital rentals through video-on-demand services connected to their TVs. When factoring in digital forms of movie consumption, U.S. home video revenue is up 1 percent at $12.3 billion this year.