A website offering broadband users high definition (HD)-quality streaming and downloads of films has launched.
FilmOn makes use of new technology which overcomes the previous problems experienced when attempting to stream HD content over the web.
Large files which were previously difficult to manage are shrunk, allowing viewers to enjoy content which is largely free from buffering and lag.
Alki David, founder and chairman of FilmOn, told the Times that the new website represents a change in the way that viewers are digesting film content.
He said: "The way we watch film is changing. People used to dress up to go out to the cinema.
"Then it was a trip to the video store. Now you're at home with your plasma TV and an internet connection."
FilmOn is to demonstrate the technology to BT in the near future, in the hope that the telecoms giant will utilise it for the UK market.