Consumers are still warming up to the cloud-based UltraViolet service, Hollywood studio executives said at an industry conference in Malibu, Calif. "There’s still not a lot of understanding behind it," said Chris Cookson of Sony Pictures Entertainment. Ultra HD television, also known as 4K TV, is another beguiling technology for the studios. "4K offers one more tool to create that greater sense of reality," Cookson commented. "Some people don't want it to be hyper real, [but] how long is it before people expect that to happen at home?"
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