We're accustomed to free digital copies coming bundled with DVDs and Blu-ray, but now Sky is to approach things from the other direction.
TechRadar reports that the TV network will in the coming weeks begin offering customers who buy a digital film for their Sky box a physical copy of the same film posted to them on disc.
The initiative will launch alongside the digital sales of The Hobbit: Desolation of Smaug, Turbo and The Wolverine, priced between 7.99-13.99. There are currently no plans to offer Blu-ray.
The caveat here is that the digital purchase itself will live only in a user's Sky+ HD box and cannot be transferred onto a PC or smartphone – although Sky reckons that this facility will be offered in the future.