Sony Computer Entertainment UK and European film subscription service LoveFilm, have struck a partnership to bring LoveFilm PlayStation3 users across the UK.

Under the deal, LoveFilm becomes an official PS3 integrated subscription film service partner. LoveFilm subscribers will be able to stream their content directly to their TVS through their PS3s.

PS3 has 3m+ households in the UK.

LOVEFiLM Chief Executive Simon Calver, who was a speaker today at the Screen UK Film Summit 2010, said: “This is game-changing for LoveFilm and transformational for the UK home entertainment market as a whole. PS3 already has a very large installed customer base of all ages, all of whom will soon be able to benefit from our unique combination of instantly available content, streamed through their PS3, as well as DVD, Blu-ray & Games rental by post. To become PS3’s partner for our service is a tremendous endorsement of the value, choice and convenience offered by LoveFilm.”

“We know there is a huge interest within our audience for film, and so the addition of LoveFilm to our current range of services is a very natural fit and one which significantly enhances the value proposition of PlayStation 3,” added Ray Maguire, MD of Sony Computer Entertainment UK. “LoveFilm has a proven track record of success and innovation in the film distribution field and is a very welcome addition to the PlayStation family that I’m confident PlayStation gamers will embrace enthusiastically.”