Got this from another investors site
Just want to put Ultraflix's pricing in perspective.

Ultraflix offers the movie Art of flight for $2.99 in 4K
Amazon offers the Art of flight for $1.99 in 1080 But
Amazon also offers the Art of flight in 4K for $19.99
Win UF

Ultraflix offers the Silver haired witch in 4K $3.99

Xbox has Silver haired witch 1080 $4.99

Amazon and Google play have Silver haired Witch 1080 $3.99
Ultraflix is cheaper in 4K then Xbox 1080 and same price as Amazon and Google play's 1080 rental

Win Ultraflix.

Now lets move to Sony. Sony charges $8 for their movies for 24hours.

Ultraflix offers 2x longer video rentals for same price or cheaper.

Win UF.

Looks like most pricing angles are covered by UF. They have this market