Warner Bros, Sony, Paramount and 20th Century Fox’s UltraViolet service, which will allow consumers to stream purchased movies to internet connected devices, will make its debut this week. The movie studios hope UltraViolet will attract consumers back to purchasing movies instead of simply renting them. Here’s how it will work: when you purchase a DVD or Blu-ray disc with an UltraViolet label, you will have the option to also stream the movie to portable devices such as smartphones and tablets, or to connected TVs. The idea is that users will be able to permanently purchase a movie and keep a copy of it in the cloud. “We want to emphasize the concept of ‘buy once, play anywhere,'” Warner Bros president of digital distribution Thomas Gewecke said. For now, it remains unclear how successful the service will be, as many consumers have instead opted for products that provide streaming access to large libraries of movies, such as cable set-top boxes, Boxee or Roku. “Green Lantern” and “Horrible Bosses” are the first two movies to offer an UltraViolet option, and both films will be available for purchase on Friday.