Upgrade 720p movies to 1080p - How?

Apple when they did their press conference for the new Apple TV - specifically stated that previous purchases of movies from iTunes could be updated to 1080p.  There was no charge involved, I just needed to redownload them.  I wish that were the case.  What am I missing?  All my preferences state 1080p.  Viewing my purchases shows all my movies I can download and pretty much all of them are available in HD.  Yet, they are still downloading in SD (720p).  Why?  Online support/itunes sends me in a loop as far as downloading in 1080p.  It never answers the question.
Anyone here happen to have the answer?  Do I need to re-buy (not going to happen) all my movies in HD to get HD?  That wasn't what was stated by Apple. 
Again, any help would be appreciated!

Did  you change your preferences in iTunes >
HD is 1080P 720P and  1080i
SD is 480i
But I understand you want 1080P, we all do

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