MUMBAI: Sony Ericsson has strengthened its commitment to providing unique entertainment experiences on the mobile handset with the launch of PlayNow arena with movies, the latest addition to the PlayNow arena content delivery platform.

The announcement delivers upon the company’s Communication Entertainment strategy, which was shared at Mobile World Congress in Barcelona earlier this year.

PlayNow arena with movies is a bundled movie service from Sony Ericsson, included out-of-the-box for selected handsets, allowing consumers to watch up to 60 movies a year on their mobile phone.

Optimised to give consumers the best possible viewing experience, users can choose from a selection of around 15 movies at any one time, with additional titles being added to the catalogue each month. After ‘side loading’ feature length films onto your phone, you can watch them as often as you like for up to 90 days.

Downloaded movies will be automatically formatted to match the performance of your phone. Experience sublime picture quality, soulful sound and images so sharp you’ll have no trouble reading subtitles and seeing the small details.

"Consumers are increasingly looking for exciting content and premium entertainment experiences wherever they are. By adding a bundled movie proposition to PlayNow arena we continue to remove barriers for consumers to easily access entertainment through their mobile phone" said Sony Ericsson head of content acquisition and management Martin Blomkvist.

PlayNow arena with movies will make its debut with the W995 Walkman, launching in Sweden, Norway, the Netherlands, Germany and the UK from June 2009. Additionally the service will also be made available on upcoming phones such as Satio and Aino.