From the end of November 2007, BT Vision, Hiro Media, Intel® Corporation and FremantleMedia Enterprises will collaborate on a three-month trial offering Download Store customers to watch three films, Mischief Night, Played and The Punk Rock Movie, at no cost. At the time of rental customers will be asked to download free video software from Hiro Media, a developer of innovative internet ad-supported-video-download technology. Viewers will then be asked to provide anonymous demographic information allowing the software to select adverts dynamically that are most suited to the answers provided.

Once downloaded, the film will be available for one month and providing the viewer is online, at each viewing different ads will be shown. Viewers can also send the films to friends via email to be viewed on the same terms.