Of course, while the studio proclaims it to be retailer and studio agnostic, there are plenty of opportunities to start or expand your UltraViolet library through promotions that do things like give away free digital copies of movies for sharing a link to friends, navigating the UltraViolet signup process or downloading one of the apps, which should be getting their own redesign soon.
ENGADGET: Revamped Flixster.com gives one-stop digital movie access for both UltraViolet and non-UV stores