The maximum ("legal") bitrate for bluray is around 48 mbps for both video and audio, 40 mbps for just video. For 1 1/2h - 2h videos, bitrate would probably average at around 20-25 mbps
The 4k demos are probably encoded to use about 60-100 mbps, so about 4-5 times what's used for regular HD. Therefore, discs can probably store more than 20-30 minutes of 4k video.
There's a new version of blurays... quoting from another site:
Discs will be available in two varieties—66 GB dual layer and 100 GB triple layer with data-transfer rates up to 108 Mbps from a 66 GB disc and up to 128 Mbps from a 100 GB disc. The laser system is roughly the same as the current Blu-ray spec tuned for the new higher-density disc structure. Obviously, the pixel resolution will be up to 3840x2160, and players will have HDMI 2.0 outputs with HDCP 2.2 copy protection. Finally, HEVC encoding will be used.
Ultra HD Blu-ray players must be able to read both of the new formats as well as HD Blu-ray discs. Other mandatory features include support for high dynamic range in the form of SMPTE ST 2084 and 2086, which are open standards that include PQ gamma. The HDR info is encoded as metadata so the content can be played on a non-HDR display. Also, players must support frame rates up to 60 fps and color gamuts up to BT.2020 with 10-bit resolution. Finally, they must decode all the current audio formats and provide passthrough for all immersive-audio bitstreams.
Optional features that manufacturers can choose to implement or not include support for Dolby Vision and Philips HDR as well as DVD and CD playback. Another optional feature is called Digital Bridge, which will let the player copy Ultra HD Blu-ray content from the disc to internal storage if available. It also allows you to export an HD or SD copy of the content to an external device for portability. (The rep I spoke with didn't know if Digital Bridge would let you export full-resolution UHD content.)