6 Oct, 2011
LOVEFiLM, Europe’s largest subscription service which offers DVD and videogame rentals by mail and TV shows and movies via instant stream, announced a partnership today with Microsoft. The partnership will introduce LOVEFiLM to a new generation of television entertainment by bringing the service to millions of Xbox 360 users through the UK and Germany through Microsoft’s gaming hub, Xbox LIVE.
LOVEFiLM already offers streaming on its official player, through the PC, iPad, and PS3. As the next step in LOVEFiLM’s strategy for multi-platform delivery, its move to the Xbox 360 mirrors that of North America’s incredibly popular and similar Netflix service. LOVEFiLM is also taking full advantage of the Kinect experience. With the Kinect, users can control the player through motion, gesture and voice commands.
Partnering with Microsoft will undoubtedly be a good move for LOVEFiLM. By doing so, Xbox LIVE’s already huge consumer base of all ages can easily connect with LOVEFiLM’s content. LOVEFiLM users have noted that the selection is still rather limited. But LOVEFiLM is reportedly remedying that by obtaining the exclusive rights to stream movies like Unknown, Source Code, and The Twilight Saga.
Stephen McGill, Director of Xbox & Entertainment for Microsoft UK, says of the partnership: “Microsoft is very excited to be welcoming LOVEFiLM to Xbox LIVE. I feel certain that the opportunity to interact with LOVEFiLM’s amazing catalogue of studio and independent film releases using Kinect-enabled voice and gesture commands will be well received by Xbox owners here in the UK.”
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