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It's a major selling tool for SONY. All SONY movies, ONLY available on SONY Ultra 4K. A small number would go to Ultraflix for all other platforms.
It's how SONY can stay in control of their content.

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That would seem to limit SONY's revenue significantly. Most folks aren't going to buy a SONY t.v. so they could watch SONY Classics/Columbia/Screen Gems movies. SONY t.v.s are expensive and so are their demand rental fees. Seems like a lose lose. Of course they could be trying to use the old Mad Man Muntz model. He used to advertise that he lost money on every sale, but made up for it by increasing his volume. And SONY does hate to use someone elses tech. Guess we'll have to wait and see.