The AMC movie theater chain is expanding into home entertainment by launching its own movie streaming service.

The new service, which is called AMC Theatres On Demand, is available starting today to members of the AMC Stubs rewards program, the New York Times first reported Tuesday. It launches with approximately 2,000 popular movies for rent or purchase.

Content will consist of both new releases and a library of movies from major Hollywood studios including, Disney, Paramount, Sony Pictures, Universal, and Warner Bros.

AMC said the new releases offered will be available from AMC Theatres On Demand at the same time they’re available digitally nationwide. The on-demand movie service will provide movies for rental fees ranging between $3 and $6 per title, or for purchase at prices from $10 to $20.

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Viewers are able to purchase or rent movies through, the AMC Theatres mobile app, Roku devices and certain Smart TVs.

Device companies announced as supporting the service so far include Apple, Google/Android, Roku, and LG products in addition to web browsers. AMC said more service platforms and devices will be added in the near future.

AMC Theaters on Demand will go up against similar OTT movie services including Vudu, Amazon, Google Play Movies, Fandango Now and others. It will also have to contend to a degree with subscription video on demand (SVoD) services from studios like Disney+, Netflix, Hulu, Apple and others.

The company did not mention technology plans for its fare, including resolution levels, HDR profiles, supported surround sound formats, etc.

AMC Theatres CEO Adam Aron said the AMC Stubs program has more than 20 million households. The movie chain plans to promote titles with greater personalization

“Through the launch of AMC Theatres On Demand, we can reach movie lovers directly and make it easy for them to access films digitally,” Aron said in a statement announcing the digital service.

By Greg Tarr

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