This July, Virgin Media will be introducing the PictureBox service from Universal Pictures making available a selection of on-demand High Definition movies for its 3.6m cable subscribers.

This is the first time HD movies from PictureBox have been available in the UK. A selection of 28 films will be available at any given time with seven new ones added each Friday. A mixture of Blockbusters and library features will be available with films such as The Bourne Ultimatum, Hot Fuzz, Children of Men and The Holiday being offered when the service launches.

Virgin's movies on demand service has been a hit since its inception, Virgin Media executive director of content acquisition Katherine Burns stating: "Our customers love movies on demand and they're watching millions of films every year,".

NBC Universal president, Belinda Menendez, added: "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.

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