I was looking for a way to transfer my UltraViolet copy of the hangover part II to itunes. I found this thread.

Any way to transfer ultraviolet digital copy dvd to iTunes, not Flixster?

I found a LEGAL way to do this. All you have to do is contact UltraViolet support and ask them for an iTunes redemption code. Here is more detailed info on how to do that:

Converting flixster to itunes? - Yahoo! Answers

I think you actually have to redeem the UltraViolet copy first. Finally you might as well try just using the UltraViolet code in iTunes. I was able to do this for Kill Elite.