Studio execs I have spoken with say that consumers will be able to bring their DVDs into Walmart, which will then charge the consumer between $2-$4 per DVD to give the consumer access to that movie in the UltraViolet cloud locker system.

So, there’s no “conversion” in the traditional sense. It’s more of an unlocking. An unlocking on a service that nobody wants to use. This is fantastic. My only question is, does it come with a punch in the groin or does the customer have to do that themselves?