Virgin has announced that from today a selection of movies from its on-demand service will be available in 3D. The company said it is now ready to launch the service, following successfully completed 3D trials on its network.
Those who already own a V HD or V+ HD box will be able to receive and watch movies in 3D, as long as they also have a 3DTV and compatible glasses, of course.
The move is a reaction to Sky’s 3D channel, which officially launches on 1 October, and as such, manages to pip its rival to the post – though the trial version of Sky’s 3D channel has been available for some months. As ever, Sky’s trump card is sport, as it now offers many Premier league matches in 3D as well. However, 3D sport aside, having a competing 3D offering for the home right off the bat as it were, is a positive.
“We’re really excited to bring a taste of 3D to our customers in the comfort of their own homes. As we’ve already seen with the take-up of high definition programmes, viewers are continually looking for new ways to experience their favourite shows, and with the addition of 3D On Demand, they will be able to watch eye-popping movies whenever they want!” said Cindy Rose, executive director of digital entertainment at Virgin Media, in a statement.
And while at IFA Sky announced a marketing partnership with LG, Virgin has today announced a similar deal with Samsung.
Virgin said its service is powered by FilmFlex and the launch movies available to rent include, StreetDance 3D, which will cost £5.99 for a 24-hour rental. Additional movies will be coming down the line such as Garfield’s Pet Force 3D (October), Disney’s A Christmas Carol 3D (November), Step Up 3D (December) and Despicable Me 3D (early 2011).