New British comedy Pulp will skip cinemas and TV, instead airing for the first time on Xbox 360.
Microsoft has signed a deal to host the UK film's premiere via Xbox Live. It is the platform holder's latest move to establish the console as an entertainment hub rather than a gaming machine.
Pulp will be made available through the Xbox Video app in March.
The film follows the antics of an aspiring comic book writer trying to make his latest creation, superhero title The Sodomizer, a success.
However, his efforts are hindered when he gets caught up in a police investigation into money laundering at the British International Comic Show.