Given the fact that there are more and more DivX-enabled consumer electronics available on the market, content providers and DivX itself are quite interested in reaching as many owners of such products as possible. And for this reason, DivX has just announced having signed agreements with three European download-to-own (DTO) stores allowing them to sell premium Hollywood content in the DivX format upon completion of their own studio deals.

The three movie-selling websites involved in this deal are ERG (Belgium, the Netherlands), FilmOn.com (UK), and Play4film.com (an international film portal headquartered in Italy). They will be enabled to provide DivX movies from major Hollywood studios directly to consumers throughout Europe.

The reason why they're choosing DivX technology is related to the fact that it allows movies to be compressed to a fraction of their original size while still maintaining good visual quality. With the flexibility of the DivX format, full-length movies can be conveniently downloaded from these new DTO sites and played on any DivX device shipped to the market, including digital TVs, the Sony PlayStation 3, mobile phones and portable DVD players.

Of course, this deal is extremely beneficiary for the three European movie stores involved, as their representatives point out. For example, Co Mast, Chief Executive Officer, ERG, stated that "DivX has a tremendous ecosystem, and we are pleased to partner with them to promote high-quality, secure digital downloading," while Giovanni Ballantini, Chief Executive Officer, Play4film.com, declared that “Partnering with DivX is a way to differentiate Play4film and to attract more film lovers to our site."

"FilmOn.com considers DivX an important partner in delivering the highest quality films to the more than 200,000 people who visit our site each day," said Alki David, founder and chairman of FilmOn.com. "DivX has developed a breakthrough digital media technology that truly enhances the quality and scope of the consumers' viewing experience, and we're delighted to be partnered with them in bringing a unique service to the UK for the first time."

The only thing that remains to be seen is just how many users will “rush in” to purchase the aforementioned flicks but I guess that this is solely up to just how effective marketing by the three websites proves to be.


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