Speed SanDisk Ultra 128GB

I just have a SanDisk ultra 128GB. It says that is 10x faster than USB 2.0. Movies in less 40 seconds, etc…
How Can I Reach that Speed?
I copy and paste my backup and the time estimated is 2 hours for a carpet of 7,2 GB
Is it normal? how could I gain more speed? Thankx.