MTG’s Viaplay adds EST model for new film releases

Modern Times Group (MTG) is adding an electronic sell through (EST) option to Viaplay, allowing users to watch new-release films on the Nordic streaming service.

MTG said that EST lets viewers stream and download movies a few months after they are released in cinemas, with the final Hunger Games film, Mockingjay Part 2, and the latest James Bond movie, Spectre, to be among the first titles on the store.

“Digital downloads and streaming are rapidly replacing the physical disc. Globally this is a multi-billion dollar business moving online very fast, with digital expected to be as big as physical sales within a few years,” said Jakob Mejlhede Andersen, executive vice-president and MTG head of programming and content development.

“The new EST window means that Viaplay subscribers can watch their favourite new movies on all devices shortly after theatrical release. Viaplay is already a unique service and this new launch adds yet another fantastic entertainment window for Viaplay customers.”

EST will be available on Viaplay throughout the Nordic region from today for registered account holders. The new option builds on Viaplay’s existing subscription and transactional video on demand offerings.