Microsoft has confirmed that streaming movie service LoveFilm will arrive on Xbox 360 tomorrow alongside the rollout of the console's new firmware and dashboard design.
LoveFilm has been available on PS3 for some time. In the US the new service will be joined by a number of others, too, such as Hulu and Netflix.
UK owners will still have the option of streaming films via the Zune marketplace.
A number of other services will be launched by the end of the year, too, including 4 OD (Channel 4 on demand), Blinkbox, Demand 5 (Channel 5), MSN, HBO and, for the first time on the console, YouTube.
Early 2012 will see the long-awaited release of the BBC's first content offering on Xbox Live. Interestingly, Microsoft has still not used the iPlayer name, suggesting the BBC service will not be as broad as that found on rival services.
It will be free, though, with Microsoft confirming that BBC content will be open to both Silver and Gold Xbox Live members.