FilmFlex

FilmFlex, is an on-demand movie rental services provider, claiming to be largest outside of the US. It is a joint venture between Sony Pictures Television and The Walt Disney Company.

Virgin Movies makes up part of Virgin Media's "On Demand" video on demand system. Virgin Movies has been available on Virgin since January 2005 and saw over 11 million films watched on demand in 2009. FilmFlex replaced Front Row which was a near video on demand pay-per-view service which was initially available on analogue cable from 1997, switching to digital when digital cable services launched from late 1999 onwards. On 13 September 2012, the FilmFlex service was rebranded as Virgin Movies on the cable platform.

Virgin Movies provides over 500 movies some of which are available in HD (high definition), which are available at any time for the viewer to watch when they want to. Viewers can search for a movie by title, genre, cast or director. Once a movie has been ordered it can be viewed any time within the next 24 hours before it has to be paid for again. The movie can also be viewed as many times as the viewer likes within the 24 hours for no additional cost. Once viewers are watching a movie they have full control over it by the use of pause, rewind and fast forward functions, much like a DVD.

All genres of movies are available ranging from Hollywood blockbusters to action, adventure, horror, comedy, romance and classic movies.

On 8 February 2013, the two companies signed a multi-year deal, with investment in the development of next-gen functionality on Virgin Movies, including "multi-device playback" through Virgin TV Anywhere.

On 26 April 2010, Virgin Media announced the launch of its first online movies service: Virgin Media Online Movies. All rentals will offer unlimited streamed views for 48 hours so viewers can pause, rewind and watch again, plus the film can be watched wherever the account holder logs on. Virgin Media Online Movies is powered by FilmFlex, the service is delivered over the web using Microsoft Silverlight and will initially present movies in standard definition. A HD version of the service was tested, although as of 2012^[update] has not been made available.

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