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LoveFilm Joins Xbox Live in the U.K.

6 Dec, 2011 By: Erik Gruenwedel

Xbox 360 owners in the United Kingdom now have access to the Amazon-owned movie disc and streaming rental service

Microsoft’s ambitious reboot of Xbox Live Dec. 6 gained another key content provider with the inclusion of London-based movie rental service LoveFilm.

Xbox Live subscription members in the United Kingdom beginning Dec. 7 will be able to access thousands of movies via LoveFilm Instant — the movie streaming service — including exclusive content such as Gran Torino and The Twilight Saga: Eclipse, with forthcoming titles The Dark Knight, The Hangover and dark romance Blue Valentine becoming available by Christmas.

Amazon-owned LoveFilm also rents Blu-ray Discs and DVDs by mail.

Xbox 360 users employing Kinect functionality will be able to search and watch movies using voice commands and/or hand gestures.

“LoveFilm members … can access our content in another exciting, innovative way and all for one straightforward price,” said CEO Simon Calver.

With Netflix bowing streaming service in the United Kingdom and Ireland early next year, LoveFilm — with more than 1.6 million subscribers in Western Europe — has aggressively sought to upgrade content license agreements, in addition to rolling out its own SVOD service.

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