New Macbook Pro not playing iTunes movies in HD

Hi Friends,

So I just got my new 15" macbook pro retina (late 2013 yadda yadda). I was all excited to open my iTunes and download one of my purchased movies to see the awesome retina screen in action! So I downloaded my copy of Avengers and well..its ugly. All fuzzy. Definitely playing in SD. I've tried messing with the resolution scaler in System Preferences and it looks like SD regardless of the resolution setting. I think it seems to be something with iTunes itself, not the screen resolution settings...but I could be wrong..

Can anyone help me out?

 

Disregard my stupidity...apparently my version of the Avengers isn't HD...which doesn't make sense because it plays in HD on my iPad...