I went into VUDU today to redeem a digital code and saw an offer on the screen. I had done the free Elf rental for Christmas but hadn't watched it yet. There was an offer showing Elf in HDX for $4.99. It took me to the Elf page, and sure enough I got it for $4.99. I have no idea if this is reproducible. I imagine it's for those that rented the film. Maybe those that rented and haven't watched. Maybe it was just me.