The new service is powered by Video Island, already one of the major players in the crowded field that already includes Amazon, LoveFilm, Blockbuster, ITV and WH Smith.
The point of difference for EasyCinema is that it dispenses with the subscription service, and simply offers people the chance to rent titles for 拢1.99 each, which they can keep for at least three weeks.
This compares with Blockbuster's pay-as-you-go online service, which costs 拢3.50 a film, which can be kept for five nights.
The service is being run through , the EasyCinema site, which serves the 10-screen multiplex in Milton Keynes and sells seats for as little as 拢1.
It is aimed at the 7.5m adults in the UK who rent DVDs, but do not take any more than four titles out in the space of a month.
Stelios Haji-Iaonnou, founder of EasyGroup, said: "Once again, the EasyGroup has lowered prices to consumers. We are using the website of our cinema business so that consumers can chose whether to buy a seat online to visit our movie theatre or whether to rent a DVD to be sent to them."
He added that there were plans to expand the EasyCinema chain in the South-East of England.
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