Dan Frommer has it right: Dear Hollywood, This Is The Problem.
This is complete and utter shit, as is everything UltraViolet-related.
Redeeming my digital copy of Pacific Rim from the DVD/Bluray I bought so I could watch it on my Roku took me signing up for THREE DIFFERENT THINGS.
The code provided required me to sign up for Flixster. Which had me create an Ultraviolet account. And then I had to sign up for a Vudu account to watch it — which I then had to link to the Ultraviolet account I just created.
HOW STUPIDLY COMPLICATED CAN YOU GET.
When I used to get iTunes codes, at least then I was just logging into ONE THING to download the film. It (of course) wouldn’t play on my Roku, but at least it made sense. Ultraviolet is ridiculous and stupid.