Studios' view-everywhere system has soft launch

By RYAN NAKASHIMA | October 11, 2011 | 5:05 PM EDT

In this film publicity image released by Warner Bros. Pictures, Charlie Day, left, and Jennifer Aniston are shown in a scene from "Horrible Bosses." With the release of “Horrible Bosses” on home video Tuesday, Warner Bros. becomes the first studio to launch a title using UltraViolet, a fledgling industry standard for saving your movie purchases online so you can view them anywhere. (AP Photo/Warner Bros. Pictures, John P. Johnson)

LOS ANGELES (AP) — A Hollywood initiative that aims to revive home video sales by enabling you to watch your purchased movies on multiple devices is having a soft start.

Warner Bros. released "Horrible Bosses" on Tuesday without many of the hoped-for partnerships in place.

Several movie studios had intended to launch UltraViolet with an array of retailers and gadget makers to form an interconnected web of shared commerce. The concept was that you could buy a Blu-ray disc from Wal-Mart and have a digital version streamed to you by Comcast Corp. without even removing the shrink wrap.

In reality, a back-end system to allow such seamless viewing across devices hasn't been created.

Still, the early trial is meant to familiarize people with the notion of owning something that doesn't sit on a shelf.