Sky is opening up its online film rental service Sky Store to allow access for non-subscribers for the first time.

The pay-TV operator has made the Sky Store service available to all consumers via as well as through its IPTV service Now TV and the Roku and Youview set-top boxes, giving people access to 1,200 movie titles.

Previously it could only be accessed by Sky TV subscribers.

The move is part of a drive by Sky to make its content available more widely, following a move to make a raft of entertainment channels including Sky 1, Sky Atlantic, Sky Living, Comedy Central and Fox available via Now TV last month.

The latest movies available on the Sky Store service including Man of Steel, The Hangover 3, Despicable Me 2 and The Lone Ranger, are available to stream for £3.49, with classic films such as The Godfather, Forrest Gump and Top Gun available for between 99p and £1.99.

Nicola Bamford, director of Sky Store, said: “Customers simply sign up and stream the film they want to watch, when they want to watch, wherever they want - these days it couldn’t be easier to enjoy the perfect movie to suit your mood.”

This story was first published by Broadcast.