As a tech company, a music label, a movie studio, and a variety of other things, Sony often has the luxury of using its hardware to promote its own content. While much of the focus of Sony’s IFA presentation today focused on the new Xperia Z1 smartphone, the company also revealed a bit about its future plans for online video.

Sony today launched the world’s first 4K resolution online video download service, called Video Unlimited 4K. The store provides 4K TV owners with access to movies, TV shows, and other videos in native 4K Ultra HD. The service can be accessed through Sony’s 4K media player or its 4K TV sets, all of which will receive updates for the store.

“We have been spearheading the advancement of 4K Ultra HD technology from the start, and have now reached another milestone as promised with the Video Unlimited 4K service going live,” said Phil Molyneux, COO of Sony Electronics.

So far, the Video Unlimited 4K service is rather limited. It currently has only just over 70 movies and TV shows available, and only 100 are expected to be available by the end of the year. The limited selection does have some quality content, though, including the Spider-Man movies, Ghostbusters, and Breaking Bad. The prices for the service are rather steep, with TV episodes costing $4 and 24-hour movie rentals starting at $8. Current owners of 4K TV sets are unlikely to balk at the prices, though.