Ultra, Sony’s new 4K streaming service, went live on the company’s 2016 Android 4K TVs this week. Announced approximately 2 months ago at CES 2016, this service is stepping out into a world that already has Netflix and Amazon Prime. What sets it apart? Offering both 4K and 4K HDR content, Sony Ultra allows you to purchase each movie for $30 and upgrade the content you already own (on UltraViolet) for $12. Would you be willing to pay to upgrade the HD content you already own to 4K? Let us know in our poll after the jump.

Discuss:

Which movies are you most looking forward to watching in 4K?