Best Buy Co. today announced the availability of its new digital video service CinemaNow which will provide customers same-day instant access to new release movies and TV shows. The service will initially be accessible through select connected Blu-ray Disc players and HDTVs, and on most PCs via the web at www.cinemanow.com, the company said. Beginning this month, the service will be available on all new connected Blu-ray Disc players and home theater systems from LG Electronics. CinemaNow is also expected to launch on an array of other devices from various manufacturers, including Insignia, later this year.

CinemaNow, the result of the previously announced strategic relationship between Sonic Solutions and Best Buy, will be powered by the RoxioNow technology platform. Best Buy owns the legal rights to the CinemaNow trademark, and will use it going forward to market the service to consumers who will have the ability to buy or rent from a library of content, including new release movies and TV shows, with no subscription required.

The platform will also allow customers to access their content on a wide range of Internet-connected devices from multiple manufacturers. The initial product launch, which is expected to be followed by an improved and updated version later this year, will allow customers to browse, search and purchase premium content through a user interface, and will deliver enhanced playback technology.

The first update to the CinemaNow service is expected to release on select devices later this year and will include an advanced user interface and expanded video playback features.