Over at Six Colors, Dan Moren gives a great account (great post title too!) of the current state of the movie industry's attempt to do anything to avoid giving business to Apple:
In case you’re not familiar with UltraViolet, it’s the movie industry’s attempt to deal with the popularity of digital video. On the face of it, that’s a good thing, because it means that the studios are taking piracy head on, rather than sticking their fingers in their ears and humming “la la la la la la” as loud as they can.
Unfortunately, that doesn’t translate into a system that is particularly consumer-friendly. Allow me to recount the steps I had to take to redeem the free digital copy of Lawrence of Arabia that came with the 50th anniversary Blu-ray I received for Christmas.
Of course all of this was so much easier when they just included an iTunes download code with their movies (some still do, but they're getting harder and harder to find). I've tried to use the Ultraviolet codes on a couple of occasions, and always given up.