Sony will launch its new 4K streaming service, Ultra, on 4 April.
Ultra, which was announced at CES 2016 in January, will be an exclusive app on Sony’s new line of HDR 4K television sets.
It will initially be limited to the US.
Instead of offering a subscription service such as Netflix or Amazon Instant Video, Sony will offer individual content titles, priced at $30 per purchase.
The exclusive content will initially span 40 to 50 titles, four of which will be complimentary to consumers who already own a television in the range.
“Consumers are rapidly upgrading their living rooms to 4K, and Ultra will provide a premium viewing experience to satisfy growing demand for 4K movies and television shows,” said Jake Winett, vice president of consumer services and advanced platforms at Sony.
“Ultra takes advantage of the latest industry innovations – 4K resolution, high dynamic range, a wider colour spectrum, digital movie extras, and UltraViolet interoperability – so viewers get the most out of their televisions and their movie collections.”
Sony has already confirmed a number of Sony Pictures and Columbia titles such as Concussion, The Night Before and The Walk, as well as older films like Crouching Tiger, Hidden Dragon and Ghostbusters.
Ultra is compatible with Sony’s UltraViolet cloud service, whose users will be able to access Sony-owned films and pay a fraction of the $30 charge.