SATELLITE BROADCASTER Sky has announced "Buy and Keep", a new addition to its Sky Store that allows users to buy movies, as well as rent them, for the first time.
Launching in the next few weeks, Sky's Buy and Keep service will give customers access to a full digital movie store directly on their TV via their Sky+HD box, and once a film has been purchased, they will also receive a DVD version of any movie bought through the post.
At the launch briefing, Sky told us that it developed the Buy and Keep service because customers want the immediacy of digital downloads but "also the peace of mind of having that original DVD as an insurance policy".
However, the new releases don't come cheap. Selected movies will be available just three months after they've hit the cinema and will cost £14 a pop. Other movies will take around four months before they are available to Buy and Keep from the Sky Store, and older film titles will cost £8 apiece.
Customers will be able to keep the digital download forever, with Sky remembering your purchase history and allowing you to delete and download your purchased films as many times as you want.
Once people have selected the movie they want to buy, it is saved straight to their Sky+ HD box and is available to watch once downloaded, Sky said.
The service will launch with at least 200 titles, Sky said, with The Wolf of Wall Street one of the most recent launch titles available.
Other movies include Warner Bros' hit The Hobbit: The Desolation of Smaug, family fun animation Turbo, the Richard Curtis romantic comedy About Time, as well as Life of Pi and The Wolverine, along with many other titles from the 20th Century Fox and Universal studios' catalogues. µ
Pre-orders to begin on 9 September with release to follow on 16 September
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