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Sky has officially launched its ‘Buy & Keep’ service, which allows subscribers to purchase movies from the Sky Store.

Designed to offer the simplicity and convenience of an HD digital movie download, it offers access to many of the latest film releases and a host of Hollywood classics.

hobbit desolation of smaug

Each film is available to Sky customers at the touch of a button on their Sky remote control.

Sky Store ‘Buy & Keep’ offers brand new movies at the same time as their DVD release, with many titles available for digital early access.

Among the titles available on launch day are ‘The Hobbit: The Desolation of Smaug’, ‘The Secret Life of Walter Mitty’, ‘Turbo’ and ‘About Time’.

The critically-acclaimed ‘The Wolf of Wall Street’, ‘Mandela’ and ‘Lone Survivor’ will also become available in the coming weeks.

Nicola Bamford, Director of Sky Store, said it is now even easier to buy movies "straight from your sofa" with Sky Store.

"Our customers love to watch their favourite movies again and again, and with ‘Buy & Keep’ they get the benefit of being able to watch in minutes with the HD digital download," she stated.

As an added bonus, when viewers purchase a film via ‘Buy & Keep’, they receive the original DVD in the post.

Sky says the service will be further enhanced over the next year, with customers able to access the movies they have bought via tablets and smartphones.

TV box sets are also set to become available, giving Sky subscribers another viewing option.

Non-Sky subscribers will be able to take advantage of ‘Buy & Keep’ via NOW TV, Roku and YouView set-top boxes.

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