Ultraflix has some big ambitions for its position in the 4K Entertainment space

by on January 12, 2015

Stephan Jukic – January 12, 2015

One of the most fundamental problems that NanoTech Entertainment has to overcome if it wants to make its Ultraflix 4K streaming service a leader in the ultra HD content field is simply finding the right video to stream in actual 4K resolution.

And even among the 4K content that is out there already, not all of it is that great, since most of the best stuff is still encoded for 1080p Full HD. A good example of this problem recently presented itself to a reporter from Techhive when a NanoTech executive showed him footage of a 1968 Doors concert in 4K resolution, which looked absolutely terrible because of the transfer.

Thus, finding the needed 4K videos for the Ultraflix service isn’t an entirely easy task to complete, but it’s also not stopping the company from trying, because it definitely wants to become “the Netflix of the 4K generation”.

What Ultraflix is hoping to capitalize on is the conversion between Full HD TVs and the new but rapidly growing influx of 4K Ultra HD TVs that are slowly moving towards replacing Full HD as the gold standard of TV resolution.

Because 4K TV sales are indeed growing fast enough to make a lot of industry players more and more confident in the future of 4K, studios which were once undecided on recalibrating their production and filming for 4K resolution are now moving towards doing so more and more frequently.

This is something Ultraflix is counting on and its parent company, NanoTech, wants to be in place and ready to capture distribution rights to as much of that content as possible for its own growing 4K subscriber base.

This is why many people who already own a 4K TV already have UltraFlix ready for use on their machine. The app that runs the service is preinstalled into the Smart TV interfaces of many Sony, Vizio, Samsung and Hisense TVs. And soon enough, NanoTech will be negotiating terms to also have their Ultraflix app appear on the 4K TVs of the Smart TV Alliance. These belong to the remaining major brands in the industry: LG, Panasonic, Sharp and Toshiba.

VIzio's P-Series 4K TVs were some of the first to come with the Ultraflix app available on them

VIzio’s P-Series 4K TVs were some of the first to come with the Ultraflix app available on them

With a collection like that, Ultraflix will be immediately accessible to the owners of most of the world’s 4K TVs; now the company just has to focus on getting the content that will make people want to actually open its app.

So far, Ultraflix is claiming that it has access to all the 4K content that’s available from anybody else. However, if true, this still doesn’t amount to a whole lot given that the company’s total selection amounts to just 500 hours of entertainment that includes TV shows, documentaries and movies like Rocky, Robocop, Fargo and The Good, The Bad and the Ugly.

The company has also gotten its hands on the entire collection of 38 IMAX documentaries (whose native resolution makes them perfect for 4K downscaling) and a selection of 50 classic rock concerts from Eagle Rock.

However, the collection is expected to grow considerably and executives from the company claim that they’re making major deals with studios like Paramount, Sony (a 4K leader), Universal, Lions Gate and Disney.

Currently, the entire collection is available through a rental pricing model in which any movie or other piece of content can be had for 48 hours at prices ranging from $9.99 for major movies, $4.99 for concerts and IMAX documentaries and between $1.99 and $3.99 for lower end content that has been upscaled from lower resolutions like 1080p.

Ultraflix’s future pricing plans are however moving towards a subscription model, but only after the company has accumulated enough diverse content to make the whole thing worthwhile.

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