The public isn't fully aware of the benefits offered by the online UltraViolet service, panelists said Tuesday at an industry conference in Marina del Rey, Calif. Hollywood studios are planning a big marketing push for the technology during the second half of this year, according to Lionsgate's Thomas Hughes. Mark Turner of Dolby Laboratories suggested that retailers offer a try-before-you-buy rental promotion with UltraViolet.

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