If NTL gets its way, the days of Blockbuster and waiting for flicks to start on Sky Movies may be coming to an end.
The cable co's just cut the price of its on-demand video service - films and other shows that start at the touch of a button via a set-top box - to £16 a month. Anyone signing up to the Select Pack package will also get the joys of Freeview plus a few perky extras including Sky One and UKTV Gold.
Telewest punters and HomeChoice punters will rightly be smiling smugly - they've been paying the same or less for a while - but the price drop is good news for anyone who's in an NTL-only area.
There are currently 400,000 people in the UK who can get on NTL's on-demand service and about 250,000 with access to Telewest's rival offering.
Movies on NTL's Select Pack cost between 50p and £3.50.