Virgin unveils new online movies service

Virgin Media has launched a new online movies service offering hundreds of new and library titles available for rent.

The service, named Virgin Media Online Movies, went live today with a raft of films on-demand, including Fantastic Mr. Fox and District 9. The Twilight Saga: New Moon will become available on May 6.

The initiative builds on Virgin Media's existing movies on-demand service on its cable television platform, which attracted around 11 million views last year.

Powered by FilmFlex, the online movies service is available for all customers regardless of whether they already subscribe to a Virgin Media package.

Users will need to set up an account on the online movies section of Virgin Media's website, and then browse the available titles.

As with the FilmFlex service on cable TV, new titles will be priced at around £3.99 for a 48-hour rental to laptops, PCs and connected-TVs.

Library titles will cost less and all rented films will be available wherever the account holder logs on as they are not tied to a specific device.

"Virgin Media already offers the UK's leading movies on-demand TV service and we wanted to bring the same high-quality, easy-to-use experience to film fans online," said Virgin Media's executive director of commercial, TV and online Alex Green.

"Virgin Media Online Movies will help visitors discover and enjoy a whole world of film and we'll continue to develop the service by adding download functionality, even more titles and a great choice of HD films to the lineup."

FilmFlex chief executive Andrew Keyte added: "With this new service, we believe online movie rental will really come of age.

"We're building on our experience with Virgin Media's TV platform to develop a great online movie experience for all film fans and we're pleased that so many of our content partners have seen the potential of the new Virgin Media branded movie service and are with us for launch."

To celebrate the launch of its online movies service, Virgin Media has also revamped the films section of its website to feature more editorial information, trailers and reviews.

As recently reported, Virgin Media further plans to launch a multi-platform video on-demand player by the end of 2010 to rival BBC iPlayer and Sky Player.