Film fans with broadband connections will be able to download movies for free with the launch of a new advertising-funded service of BT.
Broadband users will be able to download movies on a three-month trial basis from BT's online download store, with a choice of The Punk Rock Movie, shooters and geezers gangster flick Played, which stars Vinnie Jones, and comedy drama Mischief Night.
In return, the customers must watch the accompanying advertisements, which they cannot skip through and providing the customer is online at the time, will be different each time the movie is viewed.
The launch of the trail follows BT inking a deal with Intel, Fremanatle Media Enterprises and Hiro Media, which developed the technology that makes the ads unskippable.
Anthony Carbonari, interactive and commercial media director at BT Vision, said: "This will be a fascinating trial: the concept of targeted TV advertisements is now a reality through the combined technology behind BT Vision Download Store and Hiros software solution.
"We believe that sympathetically-placed, targeted advertising, combined with a viral film-sharing capability, will be attractive to customers in conjunction with free or reduced content prices. We look forward to the results."
The service is available to anyone with a broadband connection irrespective of their ISP.