On 29 June 2009, Virgin Media announced that from July the PictureBox movie service would be made available to Virgin Media's 3.6 million TV subscribers providing a broad selection of 28 films at any given time, with seven new titles being added to the line-up each Friday. Most of the PictureBox films are available in HD and many will not yet have been seen on free-to-air television in the UK. It marks the PictureBox's first UK platform to present films in HD.