It seems the supermarkets want a chunk of the digital movie space. First Tesco picked up Blinkbox, now Sainsbury's has partnered with Rovi to launch its own video-streaming store. Another also-ran or actually something you'd want to use? I guess you'll earn Nectar points towards that flight to Barbados at least.

Apparently Sainsbury's will be adding titles for streaming when the DVD or Blu-ray hits the stores, which should put it miles ahead of the likes of Netflix and LoveFilm and right in the Now TV firing line. Of course, we don't know how much all this is going to cost -- something tells me it'll be a pricey pay-per-view rental, but if you want a new movie as quickly as possible, but you can't be bothered to get off the sofa to stick a disc in, then you're paying for convenience.

It'll launch "later this year", so not tomorrow, and it'll only be available via the Sainsbury's Entertainment site initially. Apparently the intention is to bring it to a plethora of devices, meaning it might end up on your PS3, Xbox or Roku sometime in the future. Another option for movie lovers, but I can't see it being a massive hit unless it's dirt cheap, though I could be talking cobblers. [Sainsbury's via The Verge]

Image credit: ell brown from flickr