W/Media player v Itunes most adaptable vid format?

I haven't had much luck in the digital home forum with this question so thought I'd try here!
I have a free film download with a blu-ray disc that I bought. I can choose either windows media player or itunes formats. which would be the most adaptable? (if i could put the film on my smart phone that would be good but it is a HTC phone or a Sony phone not i phone)
Thanks

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