Cineplex is joining the digital download game, as the company launches its Download To Own (DTO) and VOD service today, with thousands of titles available at Cineplex.com.

The website’s Cineplex Store now offers movie downloads the same day of their DVD and Blu-ray releases, which are also for sale in the online store. Those digital purchases can be played on PC as part of the initial roll-out, but that’s just the beginning. Cineplex offers banner ads on the online store website, and spokesperson Pat Marshall says additional online display inventory is forthcoming.

Content can be stored directly on the hard drive or through a ‘digital locker’ technology that won’t take up additional data on the device. More features are planned for 2011, including streaming HD content for DTO and VOD titles, and a cloud-based locker called UltraViolet. Using this account management system, consumers will be able to consistently watch their files across several platforms, from connected TVs, PCs, game consoles (Xbox 360), smartphones and tablets.

UltraViolet was created by the Digital Entertainment Content Ecosystem, a cross-industry consortium dedicated to driving a new, open market for digital content distribution. Cineplex is the only Canadian-based retailer and motion picture theater exhibitor to be a member.

Sony Pictures Home Entertainment, Universal Pictures and Warner Bros are among the major studios on board, with titles including Scott Pilgrim Vs the World, Sex and the City 2 and Eat, Pray, Love, which will be joined by hundreds of titles added to daily.

As part of the new initiative, Cineplex’s loyalty program Scene will also allow users to earn points on digital downloads. And to celebrate the launch, the company is offering a buy-one-get-one-free promo until the end of the year on DTO movies.

From Playback Daily