Dixons Retail, the owner of UK electronics retailers Currys and PC World, launched KnowHow Movies earlier in the year, offering an extensive library of new and classic films to rent or own.
After debuting on PCs and tablets, the service has now expanded onto connected TV for the first time, enabling owners of LG Smart TVs to access movies from the major Hollywood studios, such as Sherlock Holmes: A Game of Shadows, John Carter and The Woman in Black, on their main screen on-demand and subscription-free. There is also a range of classic titles available.
KnowHow Movies is available now on LG's 2012 Smart TV range. It appears alongside subscription streaming services LoveFilm and Netflix, along with fellow on-demand services from Blinkbox and the Sky-owned Acetrax.
"LG's Smart TV platform is award-winning and was a natural partner for the evolution of our pay-per-view service," said Niall O'Keeffe, the business development director of KnowHow.
Darren Petersen, LG senior contents and services manager, added: "Our Smart TV platform represents the best in choice and variety for consumers and KnowHow Movies is the perfect example of how we continue to build our Smart TV platform to respond to consumers' needs.
"We are delighted to be partnering with one of Europe's leading electrical retailers from a content perspective and look forward to enhancing the unique benefits it can bring to the Smart TV experience in store and through the customer journey."
LG also recently announced the arrival of its first ever 3D-enabled game apps for its Cinema 3D Smart TVs.
The family-friendly 3D titles optimised for LG 3D-ready TVs include Air Penguin, Frisbee Forever, Burn the City, Downhill Bowling 2 and Diversion from Unity Technology.
"We are excited to be able to bring 3D gaming to Smart TVs for the first time so family members can enjoy the immersive fun together and realise the potential of Smart TV as a genuine 3D gaming platform," said Petersen.