Sainsbury's Entertainment on-demand TV apps now support Chromecast, so you can fire TV shows and films from your mobile device to your TV.
Admittedly you can already watch the service on the big screen using its apps for Apple TV, Roku and Xbox 360. But Google's Chromecast dongle costs just £35, and is a lot smaller and more discreet than these. So it could be a more convenient option.
"We are delighted to now be able to offer our customers our fast-growing range of movies and TV shows via Chromecast," said Sharon Nightingale, head of commercial, Sainsbury's Entertainment.
"This launch will make it easier to enjoy the shows and movies you love on a bigger screen in the comfort of your home."
Only the Sainsbury's Entertainment apps for iOS and Android support Chromecast. So bad luck if you use a Windows Phone handset.
Sainsbury's Entertainment only charges for what you watch, so there's no monthly fee. You earn Nectar points on each purchase too, so if you shop at Sainsbury's, they could soon add up.
Once you've rented a film, you have 30 days to watch before it expires. Some are Ultraviolet compatible, so if you buy them through Sainsbury's, you'll be sent a DVD version as well as the download.