Cinedigm, a streaming firm that debuted its Cineverse platform this summer, is introducing the ability to rent fresh theatrical films via a partnership with ROW8, a subscription-free cinema OTT service launched in 2018. Cinedigm says the partnership allows it to market content on Cineverse that’s “still in theaters” via TVOD (transactional video on-demand). The agreement is reciprocal, with ROW8 able to offer Cinedigm’s own upcoming theatrical releases to Android and iOS, Apple TV, Google TV, Roku players, Vizio and other mobile devices. Cinedigm claims to be platform agnostic.

Cinedigm Networks chief strategy officer and president Erick Opeka said during an August earnings call that he doesn’t care how audiences discover the company’s content.

As for ROW8, Fierce Video reports it “has licensing deals with major Hollywood studios including Disney, Paramount Pictures, Sony Pictures Entertainment, Universal Pictures and Warner Bros.,” and “its website boasts films such as ‘Top Gun: Maverick,’ ‘Elvis,’ and ‘Nope,’ among many others, for rent and purchase.”

To promote its new inventory, Cineverse will create a promotional shelf on its landing page touting “Still in Theaters” as well as a dedicated section featuring ROW8’s content offerings.

“With this deal, Cinedigm joins an elite club of global scale streaming platforms that offer in-theater and new release films,” said Opeka. “Combined with our next generation search technology, we think we will offer movie lovers one of the most compelling and complete streaming experiences in the industry.”

“As a leader in the streaming industry, Cinedigm continues its legacy as an innovator through its adoption of next-generation technologies, such as artificial intelligence and machine learning,” the company says in a press release, touting its proprietary Matchpoint Platform Suite, a turnkey OTT platform “for video needs at scale.” Earlier this year Cinedigm launched an indie portal, according to TV Technology.

Meanwhile, Samsung has added Cinedigm’s Cineverse to its array of integrated smart TV offerings. Broadcasting & Cable reports the Cineverse deal “provides access to all of Cinedigm’s video-on-demand content — more than 10,000 titles — plus a growing number of free ad-supported TV channels.”