Virgin Media relaunches on-demand PPV movie store
Virgin Media's on-demand pay-per-view (PPV) film store, which features more than 500 of the latest cinema releases, has been rebranded as Virgin Movies.
Subscribers can use the service to watch new blockbusters such as The Hunger Games, Battleship and American Pie: Reunion on TV or online.
The majority of new additions to the Virgin Movies library will be available on demand the same day they launch on DVD.
A wide range of high-definition films are on offer, along with a selection of 3D features - including Avengers Assemble, which is due to launch on Monday (September 17th 2012).
The service is open to all UK residents, with non-Virgin Media customers able to choose movies to stream instantly online or download to watch later.
Aleks Habdank, digital entertainment product director at Virgin Media, said: "With Virgin Movies available online, we're ensuring people who can't or haven't yet got our cable services get a taste of what Virgin TV is all about."
Virgin Movies is the cable company's response to Now TV, the online film streaming service launched by Sky in mid-July.
Sky's proposition features more than 1,000 movies, while its library will be expanded to include sport and entertainment content in the coming months.