Editing FilmFlex (section)

== Virgin Movies ==
Virgin Movies makes up part of [[Virgin Media]]'s "On Demand" [[video on demand]] system. Virgin Movies has been available on Virgin since January 2005 and saw over 11 million films watched on demand in 2009.<ref>{{cite web|url=http://ir.telewest.co.uk/phoenix.zhtml?c=76808&p=irol-newsArticle&t=Regular&id=663415&|title=Telewest Broadband launches first wave of TV-on-demand services with FilmFlex|publisher=Telewest|date=18 January 2005|access-date=1 November 2010|archive-url=https://archive.today/20120714003925/http://ir.telewest.co.uk/phoenix.zhtml?c=76808&p=irol-newsArticle&t=Regular&id=663415&|archive-date=14 July 2012|url-status=dead|df=dmy-all}}</ref><ref name="VMOM" /> FilmFlex replaced ''Front Row'' which was a near video on demand pay-per-view service which was initially available on [[analogue television|analogue]] cable from 1997, switching to [[digital television|digital]] when digital cable services launched from late 1999 onwards. On 13 September 2012, the FilmFlex service was rebranded as Virgin Movies on the cable platform.<ref>{{cite web|url=http://mediacentre.virginmedia.com/Stories/New-look-on-demand-movies-unveiled-by-Virgin-Media-23f4.aspx|title=New look on demand movies unveiled by Virgin Media|date=13 September 2012|access-date=13 September 2012|archive-url=https://archive.today/20130205175640/http://mediacentre.virginmedia.com/Stories/New-look-on-demand-movies-unveiled-by-Virgin-Media-23f4.aspx|archive-date=5 February 2013|url-status=dead|df=dmy-all}}</ref>

Virgin Movies provides over 500 movies some of which are available in HD (high definition), which are available at any time for the viewer to watch when they want to. Viewers can search for a movie by title, genre, cast or director. Once a movie has been ordered it can be viewed any time within the next 24 hours before it has to be paid for again. The movie can also be viewed as many times as the viewer likes within the 24 hours for no additional cost. Once viewers are watching a movie they have full control over it by the use of pause, rewind and fast forward functions, much like a DVD.

All genres of movies are available ranging from Hollywood blockbusters to action, adventure, horror, comedy, romance and classic movies.

On 8 February 2013, the two companies signed a multi-year deal, with investment in the development of next-gen functionality on Virgin Movies, including "multi-device playback" through Virgin TV Anywhere.<ref>{{cite web|url=http://www.digitalspy.co.uk/tech/news/a457098/virgin-movies-to-get-multi-device-playback.html|title=Virgin Movies to get multi-device playback|work=Digital Spy|date=8 February 2013}}</ref>

=== Virgin Media Online Movies ===
On 26 April 2010, Virgin Media announced the launch of its first online movies service: Virgin Media Online Movies.<ref name="VMOM">{{cite web|url=http://phoenix.corporate-ir.net/phoenix.zhtml?c=205406&p=irol-newsArticle&ID=1417528&highlight=|archive-url=https://archive.today/20120728170833/http://phoenix.corporate-ir.net/phoenix.zhtml?c=205406&p=irol-newsArticle&ID=1417528&highlight=|url-status=dead|archive-date=28 July 2012|title=Virgin Media launches first online movies service|date=26 April 2010}}</ref> All rentals will offer unlimited streamed views for 48 hours so viewers can pause, rewind and watch again, plus the film can be watched wherever the account holder logs on. Virgin Media Online Movies is powered by FilmFlex, the service is delivered over the web using [[Microsoft Silverlight]] and will initially present movies in standard definition.<ref>{{cite web|url=http://www.reghardware.co.uk/2010/04/26/virgin_to_offer_movie_streaming/|title=Virgin Media fires up movie streaming service|publisher=Reg Hardware|date=26 April 2010|access-date=27 April 2010|archive-date=28 April 2010|archive-url=https://web.archive.org/web/20100428014036/http://www.reghardware.co.uk/2010/04/26/virgin_to_offer_movie_streaming/|url-status=dead}}</ref> A HD version of the service was tested, although {{As of|2012|lc=y}} has not been made available.

=== Penny Movies Festival ===
From 30 March 2007 Virgin Media ran a movies promotion called the 'Penny Movies Festival'. The promotion was run over five weeks and each week focused on a different genre. Week one: blockbusters, week two: family favourites, week three: cult classics, week four: comedy, week five: action adventure.

Each week viewers could vote on the Virgin Media website for their favourite movie out of a selection of 15 movies and the winning movie would be available to view on the On Demand service, during the next week for the price of 1p.

The festival returned in 2008.