Online movie streaming service Blinkbox will now be available on Sony's PS3 games console.
The new service comes with a catalogue of over 6,000 films and TV programmes available to rent from 99p per movie and 39p per episode, although the cost of buying them will be significantly higher.
Amongst the titles offered are the blockbusters Sherlock Holmes and Avatar as well as TV series Heroes and Gossip Girl.
Blinkbox will also offer a number of free titles, to be paid for by advertisements.
CEO of Blinkbox Michael Cornish said: "We want to enable customers to use our service on their TVs for instant streaming of new blockbuster movies, available on the same day as their release on DVD".
Blinkbox has altered its service for the PS3 to allow better navigation using a joypad.
Unfortunately, the service won't be available for the portable PSP console because it requires consistent high-speed connectivity to work.
Blinkbox will go head to head against Sony's own PSN, which already offers movies for rent or purchase.