Lovefilm Instant - the streaming side of the rental film service - now offers content in HD.
PC and Mac computers can stream 1080p resolutions; Xbox 360s can stream 720p resolutions; and Samsung and LG tellies and Blu-ray players can stream 720p resolutions.
PS3 and iPad cannot stream HD resolutions.
"We're working on bringing full HD to Sony and the PlayStation 3 very soon, sorry for the delay," explained a Lovefilm FAQ.
"And we don't currently have studio rights to stream HD on iPad."
The FAQ pointed out that Lovefilm Instant on PS3 already plays content in higher quality than standard definition.
A minimum broadband speed of 4MBPS will be required to stream 720p content. A minimum of 12MBPS will be required for 1080p content.
Watching two hours of 1080p content consumes roughly 10GB data.
Watching HD Lovefilm Instant content doesn't cost any more money than watching Lovefilm Instant does now.
The HD films list can be read on the Lovefilm website. There doesn't appear to be an abundance of films to choose from, but there are telly series such as Planet Earth and Lost to keep you occupied as well.