This must be CinemaNow's time, as more and more companies are wiling to embrace the “online download” trend. Disney is the last one to make such a move, announcing it will work with CinemaNow to make films available on a download-to-own basis.

Disney's service is scheduled to start on June 6. Downloaders will now have the ability to acquire Disney movies, both new and old, and view them on PC's and portable devices. As usual, the downloaded content will be copy-protected Microsoft's Windows Digital Rights Management (DRM) software. Needless to say, such a restriction implies that paying customers will not be able to view downloaded movies on a standard, household DVD player. If one wanted to watch the movie on one's home theater, one would have to hook the TV to a PC/portable device.

Therefore, many wonder if such a restrictive service would prove to be a success.

A “download-to-own” idea has been floating around for a long time, major Hollywood studios have been rather reluctant to put it in practice, as they were concerned that such a service would boots Internet piracy. However, slowing DVD sales forced Hollywood moguls to change their plans and begin working with either CinemaNow or Movielink.

Back in April it looked like Movielink was to be the winner of the competition, as it was backed by Universal Pictures, Sony Pictures Entertainment, Warner Bros., Metro-Goldwyn-Mayer and Paramount Pictures.

At that time, CinemaNow had a rather limited offer, featuring only movies from Sony (SNE), MGM, and Lionsgate. Now, the company has convinced Warner Bros and Disney to join them and might end up as the top enterprise in the business.