Warmer Bros. released the movie "Horrible Bosses" on the new format.
"UltraViolet" is designed to allow people to watch movies on a wide range of devices. The idea is that customers could buy a DVD or Blu-ray at a store and have a digital version streamed directly to them without even removing the shrink wrap.
In reality, a back-end system to allow such seamless viewing across devices hasn't been created.
Still, the early trial is meant to familiarize people with the notion of owning something that doesn't sit on a shelf.
The Associated Press contributed to this report.
