Microsoft's digital content push continues to gather pace on the Xbox 360, with the announcement that Lionsgate has signed up to supply hi-def films via the Xbox Live Video Marketplace.
The distributor of movies such as Blair Witch Project, Crank, Saw III and Hard Candy now joins the likes of MTV Networks, Paramount Pictures and Warner Bros. in benefiting from the burgeoning service.
"This partnership is great for Lionsgate. The Xbox gamer is the same moviegoer who wants to watch Saw III or Crank," commented Jon Ferro, executive vice president for Lionsgate.
"That is why we are so thrilled to bring Lionsgate films to Xbox Live Video Marketplace. Bringing our content to this audience makes perfect sense and reflects our commitment to remain at the cutting edge of content distribution to new media platforms," he added.
Since the service was launched last November, partners already taking advantage of Video Marketplace have praised the reach it has into consumers' homes, where movies and TV shows are downloaded directly to, and accessed from, the Xbox 360 hard drive.
"Bringing our content to the coveted gaming audience on the Xbox 360 has been a huge success and has exceeded our expectations," offered Andrew Mellet, VP of video on demand for Warner Bros.
"In fact, Xbox 360 has become one of the top distributors of our content direct to consumers' TV sets over the internet," he revealed.
Caleb Weinstein, senior VP of strategy and business development at Comedy Central said: "In nearly two months, Xbox has become our second highest performing digital distributor."