Sky Store brings 1000+ on-demand movies to Sky Anytime+
SD movies start at just 99p, rising to £3.99 for blockbuster new movies in HD.
Sky also confirmed that Sky Anytime+ will be available to all Sky customers from Easter – a Sky Broadband subscription will no longer be required.
Sky Anytime+ delivers a wide range of on-demand content for free as well as offering pay-per-view films.
Sky is at pains to point out that its pay-per-view movies, via the new Sky Store if you're an Anytime+ customer, are cheaper than iTunes and Lovefilm in many instances.
New releases are £3.49, library movies are £1.99 and special offers are 99p. HD films rather than SD will cost 50p more.
Sky Box Office will continue as the place for non-Sky Anytime+ customers to choose from a more limited range of the latest movies on the live channels from £3.49 per title.