Sony's Ultra streaming service will launch on April 4th (that's Monday), and now Sony has announced the pricing. And it's charging a premium for 4K films.
4K – aka Ultra High Definition, or UHD – is a resolution with four times as many pixels as standard HD, making the image far sharper.
Films in 4K cost $30 (£21) from Sony's Ultra service. If you already own the film, you can update it to the 4K resolution for between $12 and $15 (£8-£10).
As ever, new technology commands higher prices. Just as 4K TVs were prohibitively expensive when they first went on sale, we'd expect the price of 4K films to come down. Though when is anyone's guess.
Sony's service will only be available on Sony's new HDR 4K TVs which run Google's Android TV software.
At launch, 50 films will be available in 4K through the service, including 'Ghostbusters', 'Crouching Tiger, Hidden Dragon', 'The Walk', 'The Night Before' and 'Concussion'.
Each will only be available for streaming rather than downloading, so you'll need plenty of bandwidth to ensure a smooth viewing experience.
When you sign up for the Ultra app, you'll be gifted four free films. You can also access your cloud-based UltraViolet films (where you get a digital copy of the film when you buy a physical DVD or Blu-ray) using the platform.