Virgin Media has relaunched its on-demand film pay-per-view service as ‘Virgin Movies’.
Subscribers are now able to watch over 500 of the latest films straight from the cinema - including The Hunger Games, Battleship and American Pie: Reunion in the comfort of their own homes.
Viewers can access the movies instantly at the touch of a button via their Virgin TV service, or over the internet through their broadband connection.
Broadband customers can choose to stream their chosen movie instantaneously, or download it to watch offline later.
Virgin Movies is available online to anyone in the UK and on TV to all Virgin TV subscribers.
Films are ready to rent and instantly watch for 48 hours from just £1.99.
Aleks Habdank, Digital Entertainment Product Director at Virgin Media, said: "Whether you’re a Virgin Media customer or not, wanting to see a recent great film when and however it suits, is universal.
"So the extension of the Virgin name to our movies service is an indication of just how proud we are of the fantastic breadth and depth of ever-changing cinematic content we offer."
He said that with Virgin Movies available online, the firm is ensuring people who do not have cable access "can get a taste of what Virgin TV is all about".
"As one of the most visited web destinations in the country, we have a great opportunity to show everyone in the UK what an incredible range of blockbusters is available to watch or download at the click of a button with Virgin Media," Mr Habdank stated.