Sky has made its movie rental service - Sky Store - accessible to all UK consumers, meaning millions of film fans can rent the latest titles.
More than 1,200 films - including the latest DVD releases - are available via the service, which can be used by anyone with a broadband connection.
Sky Store can be accessed online at www.skystore.com, or through a NOW TV Box, Roku or YouView box.
Among the latest titles available via the Sky Store are 'Man of Steel', 'Despicable Me 2', 'The Lone Ranger' and 'The Hangover Part 3' - all available at £3.49 each.
A host of classic films, including 'The Godfather', 'Forrest Gump' and 'Top Gun' can be rented for between 99p and £1.99.
Sky Store has been a great success over the past year, with the number of Sky customers renting movies online doubling in the 12 months to October.
As a result, Sky has decided to open up the service to all consumers - regardless of whether they have a Sky TV and broadband deal or not.
Nicola Bamford, Director of Sky Store, said millions of Sky TV customers "already enjoy the choice and value of Sky Store".
"Now we’re delighted that millions more homes can access hundreds of box office smashes alongside best-loved movie classics. All you need is an internet connection and away you go," she stated.
"With Sky Store, there are no late fees and no waiting for the post. Customers simply sign up and stream the film they want to watch, when they want to watch, wherever they want - these days it couldn’t be easier to enjoy the perfect movie to suit your mood."
All movies rented from the Sky Store can be watched for 48 hours after the viewer presses 'play'.
Sky TV customers can continue to access Sky Store via their Sky+HD box, where movies are stored, for 48 hours once viewing starts.
Virgin Media offers a comparably priced rival pay-per-view service dubbed Virgin Movies. Available to Virgin Media customers and non-subscribers, this features a library of 1,000 movies.