Sky has cut the price of a Sky Movies Pass on NOW TV from £15 per month to £8.99 per month.
ISPreview.co.uk suggests the broadband provider has reduced the cost in a bid to be more competitive with rival services Netflix and LOVEFiLM.
These are both currently priced at £5.99 per month, although Sky says NOW TV offers new film releases well ahead of Netflix and LOVEFiLM.
NOW TV offers access to all the main Sky Movies channels via the internet, allowing consumers to watch films on the go via a mobile device.
All they need to take advantage of the service is a monthly subscription and a broadband connection with a minimum 2Mb download speed.
Sky is currently offering a free 30-day trial for NOW TV, giving consumers the chance to stream films for free for a whole month.
Consumers seeking access to Sky Sports via NOW TV are required to pay £9.99 for 24-hour access to the six channels available on the platform.