Domino's Pizza, Lionsgate Team on U.K. Movie Streaming Service

LONDON – Lionsgate U.K. has struck a video-on-demand online movie deal with Domino's Pizza.

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The deal allows Domino's to become the first pizza delivery company to also deliver streaming movies in Britain.

Domino's said customers ordering pizza from its web site will also be able to watch Lionsgate titles streamed via a PC or Mac, mobile phone and tablet on a rental basis.

Customers will order, receive a code, and be able to stream recent titles, such as The Hunger Games and What to Expect When You're Expecting, and library fare, such as Scream and Dirty Dancing, while eating the pizza of their choice. Prices per movie vary from £2.49 ($4) to £3.49 ($5.60).

The Domino's Pizza Box Office service rivals such digital rental services as iTunes and Blinkbox, the VOD service owned by supermarket giant Tesco.

Domino's sales and marketing director Simon Wallis said: "We pride ourselves on offering a vast choice when it comes to pizza and the same is true of Domino's Pizza Box Office -- whether you're into action, horror or romcoms, there's something for every pizza-eating occasion."

Lionsgate U.K. COO Guy Avshalom said: "We are delighted to be working with Domino's on this innovative new service and look forward to bringing our new releases and cult classics to pizza eaters in their homes across the country."