The U.K.'s largest cable operator Virgin Media has launched 3D movies on its on-demand platform just days before the market's dominant play TV operator BSkyB was planning its October 1 debut of the Sky 3D channel to consumers.
Earlier this year, in April, Sky jumped ahead of the 3D game by rolling out a format channel to over 1,000 pubs and clubs in the U.K., where more than 2 million people have watched sports produced by Sky in 3D.
The first film available in 3D on Virgin's VOD platform was the British movie StreetDance 3D, which cost customers £5.99 for a 24-hour rental. Upcoming films will include Garfield's Pet Force 3D in October and Disney's A Christmas Carol 3D in November.
The VOD 3D service is available to all Virgin subscribers with 3D sets who have a V HD or a V+ HD settop box.