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The free app, developed by Techlightenment, provides information on all of LoveFilm's 65,000 DVDs, Blu-ray titles and games.

Users will be able to view synopses and cast lists of each film, and browse more than 80 million user-generated ratings.

LoveFilm members will also be able to update and alter their priority settings, so they can keep on top of the films and games they will be receiving.

The app will be promoted by a digital advertising campaign, created by LoveFilm's in-house marketing team.

Simon Morris, chief marketing officer at LoveFilm, said: "As LoveFilm moves forward with continued growth of our online DVD business, it's a great time to allow our customers mobile access via the iPhone."

LoveFilm is currently holding a review of its UK advertising account. The DVD rental brand has shortlisted 18 Feet & Rising, Beattie McGuinness Bungay, CHI & Partners and Wieden & Kennedy to pitch for the business.