I'm not sure if this is new, but it's definitely new to me. In my 3D blu-ray copy of Prometheus, the code it lists works just as expected for the Ultraviolet copy, but for the iTunes copy, you must enter the code into an app on the dvd copy and it then generates an actual digital copy code for iTunes. Also, the iTunes digital copy is only standard def and requires the disc. So stupid.
3DS Friend Code :: 5112-3434-8624