BT is offering you the chance to get films for free if you're prepared to watch adverts with it.
The offering is being made through the BT Vision Download store, but is available to any broadband customer and not just BT Vision customers.
The adverts are described as 'targeted' by BT, as when you start using the service you will have to download a software player and fill in a questionnaire, the answers to which will dictate what adverts you see.
The films currently on offer are Mischief Night, Played and The Punk Rock Movie, which once you've downloaded you can view for a month, seeing different adverts every time.
Antony Carbonari of BT Vision said: "This will be a fascinating trial: the concept of targeted TV advertisements is now a reality. We believe that sympathetically-placed, targeted advertising, combined with a viral film-sharing capability, will be attractive to many customers."
One analyst said that the trial would be significant for BT in terms of the company opening up new revenue streams.
Annelise Berendt of Ovum said: "This trial is important because it allows BT to begin building relationships both with agencies and brands in order to gain a real foothold in the advertising supply chain.
"BT says it has a number of advertisers in place and that the service will include adverts provided by isobar (the digital advertising agency) from the RAC, Norwich Union and Territorial Army, amongst others," she continued.
Berendt said that it wouldn't just be BT who would be following the trial carefully.
"There will be wider industry interest in the trial, especially with regard to how tolerant consumers are of advertising inserted into their video downloads, how much advertising can be incorporated and when," Berendt said.
www.downloadstore.bt.com 
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