Grocer must also compete with pay-as-you-go service from Stelios
Sainsbury's and EasyGroup are the latest companies to jump on the online DVD rental bandwagon. Following the launch of services from Blockbuster and WHSmith, Sainsbury's announced today that it will offer customers a choice of more than 24,000 titles. The collection spans nearly every film on DVD release in the UK at present.

The service will cost£13.97 a month - the lowest price available in the market - to watch an unlimited amount of films. Sainsbury's head of online Toby Anderson said: 'In response to customers telling us they have increasingly little time to enjoy themselves, we believe that online DVD rental is the perfect way to provide a convenient entertainment service.' The rental offer is being set up in collaboration with Lovefilm, also WHSmith's chosen partner.

EasyGroup chairman Stelios Haji-Ioannou announced his DVD online rental service on Monday, under the EasyCinema banner. His service boasts 25,000 titles on a pay-as-you-go model for£1.99 a film. Customers can hang on to their choices for 21 days.

Haji-Ioannou said: 'Queuing in high street rental stores for a disappointing selection to be charged outrageous prices to keep a DVD for a few hours isn't entertainment. We aim to demolish consumer exploitation by high street rental stores.'

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