Hell, most movies aren't in 4K.
There are some less exciting bits in this announcement, too, including pricing for 4K movies dropping starting today, which likely puts them more in line with standard HD purchases, and 4K playback support on more Sony and Samsung smart TVs.
If you've purchased movies on Google Play in the past, either in SD or HD quality, you may be waking up today to find some of them are now available on your account in 4K. Numerous service's "top films" are £13.99, with the very latest costing £1 more and older titles priced only £7.99.
Worth noting: Not all movies are available in 4K. You can check out Google's top 4K movies here; some can be had for prices in the single digits.
The Play Store began offering UHD content back in late 2016, and today will upgrade existing SD and HD movie purchases to 4K for free in the USA and Canada.
We think watching in 4K should be a no brainer, so we're continuously working to make that a reality. And you will not need to buy an additional device to watch your 4K movies on the 4K TV that you already own. Anything you purchase from now on won't be upgraded. Since Google has started catching up with Apple, it would be great to check out all the movies in 4K that can be cast on Smart TVs. 4K movies used to sit at around $30. Although 4K TVs have been around for a while, there's a severe lack of content available online and hopefully; we get more of it as more people get their hands on 4K-ready hardware.
Google will keep on partnering with TV makers like Samsung, Vizio, LG and Sony in order to keep the app updated and bring better experiences to the bigger screens.