Some days ago, Google at an event said that they are coming with 4K movies support on Google Play Movies. That thing seems to be coming true as some users have reported that they are seeing UHD option while buying any movie.
Pricing seems to be hefty, as UHD costs 2X of the HD movie. As per the redditors, they are seeing 4K option on the movies such as Star Trek Beyond and Zoolander.
Even at the launch of Google Chromecast Ultra, Google quoted about the support for 4K movies in Play Store from November. We hope the days are here and launch is been just few days from now.
Googlers still replying that the 4K feature is not turned on yet but users are seeing the UHD option while buying the above mentioned movies.