This is a great move on Google's part, as 4K has pretty much become the standard for big screen televisions sold today, and anytime the word "free" is thrown around, it gets our attention. Google says that when you open the Play Movies & TV app, it will alert you to which titles have been upgraded to 4K.
We have to caution, however, that not every title in your library is likely to have a 4K option, so don't expect to see a complete 4K overhaul all at once. For starters, there simply aren’t 4K options available for many older movies. Secondly, Google says that its free 4K upgrades only applies when "4K titles are available from participating Hollywood studios."
In addition, Google says that it will begin charging less for "most" 4K movies. In a quick browse of the 4K titles available, we've seen the average price drop from around $30 each to roughly $20, which is a nice discount for those looking to grow their flicks library. Finally, in other 4K news, Google has expanded the 4K viewing experience within the Play Movies & TV app to Sony Bravia 4K Smart TVs and "most" 4K Samsung Smart TVs; support for LG 4K Smart TVs is incoming.
"We think watching in 4K should be a no brainer, so we’re continuously working to make that a reality," writes Google. "With Google Play, it’s now easier than ever for you to watch movies in the best quality possible, no matter which device you're using."