Broadband users are able to stream the latest film releases online thanks to Virgin Media's Online Movies service.
Although people are able to use the service without being a Virgin Media customer, it may attract people to the firm's super-fast broadband deals as downloading films can take a long time on slow connections.
The service is based on the broadband and digital TV provider's movies on demand TV platform and will allow users to purchase films and stream them directly to their PC or laptop for a 24-hour period.
During this time they will be able to watch them as many times as they want, as well as fast-forwarding, pausing and rewinding.
Andrew Keyte, chief executive officer of FilmFlex, which powers Virgin Media Online Movies, commented: "We're building on our experience with Virgin Media's TV platform to develop a great online movie experience for all film fans and we're pleased that so many of our content partners have seen the potential of the new Virgin Media branded movie service and are with us for launch."
Films available to stream as part of the launch line-up include Fantastic Mr Fox, Twilight: New Moon and District 9.
Virgin Media is also planning to release an online TV player later this year.