If you buy a new 4K Sony TV between now and Christmas Eve, Sony will give you four free Ultra HD films to watch on it.
The Japanese electronics giant wants to encourage a sales push this holiday season.
So far, viewers have complained that there isn't enough 4K content to warrant buying an Ultra HD-compatible set. Sony is hoping this will change consumers' minds.
Netflix streams in 4K, but its founder said recently he reckons the resolution is five years from being mainstream.
Amazon was rumoured to offer 4K films and TV shows through its Prime Instant Video service, but so far nothing has materialised.
Streaming 4K demands a faster broadband connection than regular HD films and shows.
However, Sony's free flicks will be installed on a compact hard drive, so you won't need a nippy connection.
Buy a TV from the Bravia S90 or X90 range, and you can pick four films from a range of ten, known as the Privilege Movies 4K collection.
These are: 'The Amazing Spiderman', 'Moneyball', 'Total Recall', 'Ghostbusters', 'Battle LA', 'The Amazing Spiderman 2', 'Premium Rush', 'Salt', 'The Patriot' and 'Captain Phillips'.
You can claim your hard drive completely free from Sony's site before January 31 2015.
However, the films will disappear into the ether at the end of September 2016, so they're not yours for good. You'll have to unlock them before the end of September 2015.
It's probably not enough to convince someone to splurge on a pricey new telly, but if you were already eyeing up a new set, it's a bit of a boon.