Virgin Media is to launch Universal Films' Picture Box movies-on-demand service.

The service will cost £5 per month and will provide 28 films at any give time, with the selection updated every Friday when seven films will be replaced. Most films will be available in high definition and most will not previously been seen on free-to-air television in the UK.

Katharine Burns, executive director of content acquisition at Virgin Media, said “Our customers love movies on demand and they’re watching millions of films every year. The addition of PictureBox means Virgin Media is the perfect choice for film fans, with a fantastic HD line-up and even more films to choose from, all at great value for money.”

“This agreement is a significant step in the growth of the PictureBox brand, which will now be available to Virgin Media’s 3.6 million TV customers in the UK,” added Belinda Menendez, president, NBC Universal International TV Distribution.  “Our reach in the UK has now increased more than fivefold and the service has expanded internationally since initial launch less than three years ago."

Picture Box launches in Virgin Media next month and is currently available on the UK on Tiscali TV, BT vision and Top Up TV.

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