Buy a movie once, watch it anywhere, on any Internet-connected device, through the cloud . That's the new business model making waves in Hollywood. Apple's in advanced negotiations with the movie studios to offer movies through its iCloud service and UltraViolet, from a consortium of media and tech companies, rolls out its first cloud-enabled DVDs this week. And Hollywood's hoping that these new options will grow digital movie sales to compensate for DVDs' decline.