LoveFilm has signed a content deal with Icon Film Distribution.
Members of the movie rental service will now be able to watch recent releases including Precious, The Road and Edge of Darkness.
The movies will be available to LoveFilm subscribers exclusively for a year.
The deal is the latest in LoveFilm’s ongoing expansion strategy, which has already seen it strike content deals with major studios including MGM and Warner Bros (nma.co.uk 27 August 2010).
Last November it signed Momentum Pictures on an exclusive one-year deal, adding releases such as The Girl with the Dragon Tattoo to its streaming service (nma.co.uk 22 November 2010).
LoveFilm continues to drive its distribution strategy, launching on Samsung and Sony’s web-enabled TVs. It has also launched on Sony’s PlayStation 3 (nma.co.uk 10 November 2010).
Both LoveFilm and on-demand streaming rival Blinkbox have shown interest in launching on the IPTV platform YouView, due to launch this year.
Blinkbox is also agressively driving its expansion and distribution strategy. It has launched on Samsung web-enabled TVs and on the PS3 (nma.co.uk 2 September 2010).