Tesco is to offer "digital copy" versions of movies, with the launch of "virtual DVDs", due to be on sale this autumn.
The retail giant has teamed up with Microsoft on the tech side of things, with the extras, due to be played on PCs and Macs, powered by Microsoft's "Silverlight" browser plug-in technology.
Certain titles on sale in the supermarket will get a bundled, downloadable "digital copy" version of the movie, as well as extra network-connected features such as auto-updated trailers, exclusive bonus content, movie viewing parties with online chat, related music offerings such as MP3s and ringtones, and networked games.
"This is just the beginning. In the future we expect to offer our customers innovative digital solutions that far exceed the DVD experience and deliver exclusive content, Web events and services wherever and whenever they want them", a Tesco spokesperson said.