Broadcaster Sky and cinema chain Odeon have teamed up to form a film distribution company to bring movies into homes as well as cinemas.
Odeon and Sky Filmworks will release films on the big screen before selling and renting them on DVD.
The films will also be available to Sky viewers on its download service and on Sky Box Office and Sky Movies.
The aim is to sign up to six films for release per year. The films will also be released in other cinema chains.
"Sky and Odeon are both leaders in their field. Our combined knowledge and understanding of the customer will give films distributed by Filmworks exposure to an audience they might not have otherwise reached," said Sophie Turner Laing, deputy managing director of Sky channels and services.
The joint venture will be run by Tony Miller, the former chief operating officer of film production company Natural Nylon, owned by Jude Law and Ewan McGregor.
Sky TV launched its broadband service, Sky by Broadband, earlier this year.
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