Sony Pictures Home Entertainment (SPHE) is planning to expand the availability of Ultra, its 4K movie streaming service, early next year.
In Q1 2017, the Ultra store will be updated to include 48-hour rental options, and will be made available via PC.
The 4K service, which launched in early 2016 on Sony 4K Televisions, will also offer free ten-minute previews.
New release rental titles will be priced at $7.99 and be accessible for a 48-hour rental period. New movies in 4K and HDR currently cost $29.99 to own, while older movies are available to buy for $25.99.
"By enhancing our Ultra streaming service with the addition of rental and free preview options, and teaming with Intel to provide users greater access to their collections, Sony Pictures Home Entertainment is making Ultra an even more flexible, user-friendly destination for consumers who demand a premium 4K viewing experience,” said Richard Berger, SPHE’s senior vice-president, worldwide digital strategy and advanced platforms.