iCloud is not iTunes Match. Match allows you to take an audio file that you did not purchase from iTunes and match it to the same song on the iTunes Store, which then allows you to download the iTunes version. So if you've ripped some music at a lower bitrate than 256 and you want to upgrade, iTunes Match will take care of it. He's asking if the same thing will happen for movies, but I don't think it's going to. Ripping movies is considered illegal, so the movie studios won't go along with letting people rip movies and then use Match to upgrade the quality of it. What would be cool is if Apple would let us upload our movies to their servers and then stream through Apple TV without having to have our computer on for video streaming to the Apple TV.