Film-streaming app Now TV has been made available for the Xbox 360 dashboard, Sky has announced.
The service lets you watch films in 720i resolution, with hundreds of films from the Sky Movies back catalogue available to enjoy.
It's not cheap, though. If you're not already a subscriber you'll need to fork out £15 a month for a Sky Movies Pass. This gets you access to the eleven Sky Movies channels.
Alternatively, you can "Pay and Play" for single film rentals. Prices range between 99p and £3.49.
Happily, there's also a 30 day free trial - but it remains to be seen whether this will tempt users from established rivals such as Netflix and LoveFilm.