Internet service provider Virgin Media has launched a new films-on-demand service in association with Universal Pictures.
PictureBox will be available to the company's TV subscribers for £5 per month, meaning that broadband customers signed up to its triple or quad-play packages will be able to take advantage.
The service will consist of a selection of the latest and classic hit films that viewers will be able to watch any time they like, with seven new titles to be added to the line-up every Friday.
Highlights of the line-up over the coming months will include Hot Fuzz, the Bourne Ultimatum, Children of Men, the Holiday, Scarface, Total Recall and ET - the Extra Terrestrial.
Commenting on the partnership with Universal, Virgin Media's executive director of content acquisition Katharine Burns said: "Our customers love movies on demand and they're watching millions of films every year.
"The addition of PictureBox means Virgin Media is the perfect choice for film fans, with a fantastic HD line-up and even more films to choose from, all at great value for money."
This month, Virgin Media also announced a new streaming and downloading music service for its broadband customers.
It will allow consumers to listen to and store an unlimited number of tracks from Universal Music's entire catalogue, in exchange for a monthly subscription fee.
Virgin Media is currently in talks with other record labels about expanding the new service, which is due to launch later this year.