Virgin Media is dropping the Filmflex brand for its pay-per-view platform in favour of Virgin Movies.
The Sony Pictures Television and The Walt Disney Company JV will continue to supply the service itself.
Virgin Movies is available to Virgin Media’s TV homes and online to everyone, regardless of whether or not they are a customer of the cablenet.
Web viewers can choose to stream their chosen movie instantaneously, or can download it to watch offline later.
Aleks Habdank, digital entertainment product director at Virgin Media, said “The extension of the Virgin name to our movies service is an indication of just how proud we are of the fantastic breadth and depth of ever-changing cinematic content we offer.”
Virgin says its 500 plus catalogue of titles includes titles that are made available simultaneously with their DVD release. The mix of blockbusters and classic titles includes both HD and 3D content.
Films are available to rent and watch for 48 hours from £1.99.