Sky has announced that it is adding more pay-as-you-go movie content to its Sky Store, as it moves to take on the likes of Lovefilm, iTunes and Netflix for on-demand rental content.
The move also sees the end of Sky Box Office for Anytime+ users – we're guessing the brand didn't really fit with Sky offering older content as well as new movies through its Anytime+ service.
In a press release, Sky was keen to point out how it matches up with Lovefilm and iTunes in terms of rentals and it seems to be doing a pretty good job.
For new SD titles, Sky's service is £3.49 a month, going up to £3.99 when you add HD into the mix. Its back catalogue titles are at £1.99, with this moving to £2.49 for HD content and its offers start from 99p.
According to Sky, this means its older library movies (SD) are 50p cheaper than both iTunes and Lovefilm.
It has also been announced that Sky customers will be able to rent movies from the Sky Store via Sky Go on a PC or Mac. Non Anytime+ users will still get Sky Box Office, with the added bonus of more content.
Immortals, Paranormal Activity 3 and The Three Musketeers are three premium movies which are heading to Sky Store this month.
There's also Patch Adams coming for 99p, but the less said about that the better.
Sign up for Black Friday email alerts!
Get the hottest deals available in your inbox plus news, reviews, opinion, analysis and more from the TechRadar team.
Marc Chacksfield is the Editor In Chief, Shortlist.com at DC Thomson. He started out life as a movie writer for numerous (now defunct) magazines and soon found himself online - editing a gaggle of gadget sites, including TechRadar, Digital Camera World and Tom's Guide UK. At Shortlist you'll find him mostly writing about movies and tech, so no change there then.
Cameras are super expensive – so Panasonic is trialing a leasing service for its most popular video models
Netflix and Apple TV Plus will fight for crime show dominance in the new year, and I can't wait
These 4 headphones and wireless earbuds deals under $100 make ideal Christmas gifts