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The new service lets CinemaNow's US customers download copy protected (DRM-restricted) movies and other video content and burn it to DVD for playback in a standard DVD player. At launch, content will be available from Buena Vista, Lionsgate, MGM, Sony Pictures, Universal Studios, EagleVision and Sundance Channel.

Downloads will include elements available with a standard

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DVD, such as full graphic menus, 5.1 surround sound, special features, language and commentary tracks and all bonus materials available on equivalent retail DVDs. Users can burn one copy of the file to a blank DVD+R or DVD-R disc in addition to watching it on a PC (Macs not supported). Prices start at $8.99 and include printable DVD label and cover art.

'Today, our customers will experience a true innovation in home entertainment: the ability to obtain a DVD in the comfort of their living room,' said Curt Marvis, CEO of CinemaNow. 'Since CinemaNow was founded in 1999, our mission has been to provide our customers with convenient access to video content....we are at the forefront of digital video distribution.'

Both this and Movielink's announcement increase the pressure on Apple to introduce a movie service of its own, particularly for Mac users who remain locked out of services such as these which rely on Windows-only DRM technologies.