Virgin Movies offers over 500 films, including many titles straight from the cinema, such as The Hunger Games, Battleship and American Pie: Reunion.
It is available to all UK households on cable television, along with online in beta mode.
Virgin Movies offers a wide selection of high-definition films, along with 3D movies, such as Avengers Assemble on September 17.
Aleks Habdank, the 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."
Cable customers are able to access the movies instantly using their Virgin Media TV service, while web viewers can stream a film or download it to watch offline later on.
"With Virgin Movies available online, we're ensuring people who can't or haven't yet got our cable services get a taste of what Virgin TV is all about," said Habsdank.
"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."
Virgin Movies adds to Virgin Media's existing movies offering on TV, which includes Film4 HD and all the Sky Movies Channels and on-demand content via Sky Anytime.
In October, cable TV viewers will be able to access the new Sky Movies 007 channel, offering all 22 James Bond movies in HD on one network.