i dont know about op, but i dont have codes for bd i have bought. and movies from itunes cant be played on android or other players without removing drm protection at first. also the reason why i dont buy anything from itunes. of course that is not a problem if you only use apple devices and ever going to try anything else.
A lot of DVD/BDs come with iTunes and UV codes for the same movie. so you really aren't locked into iTunes. So instead of buying directly from iTunes...redeem the codes instead.