French retailer Carrefour is launching a new UltraViolet-based OTT platform.

Nolim Films went live in France Wednesday with a slate of Hollywood blockbusters including Gravity, Godzilla and Edge of Tomorrow; and hit TV shows including Gotham, The Walking Dead and Arrow; as well as local French content.

Customers will be able to rent and/or buy UltraViolet and non-UltraViolet content which will be automatically added to their digital library. They can then stream the purchased content directly to their connected devices or downloaded for offline playback. The service will run on PC, smartphone and tablet with the technical infrastructure supplied by Saffron Digital.

Nolim Films will also enable customers to redeem UltraViolet codes. This will give them free digital copies of movies purchased on DVD or Blu-ray Discs that have the UltraViolet logo on the package. All purchased UltraViolet content will then appear in a customer’s UltraViolet locker alongside all other UltraViolet purchases.

Noël Prioux, executive director of Carrefour France, said, “Our clients’ consumption habits are constantly evolving. With Nolim Films, we will address their expectations and new uses of video. This new offer is part of the brand’s digital strategy, which relies on the complementarity of our distribution channels.”

affron Digital designed and developed the complete multi-platform UltraViolet service. The end to end solution includes content preparation; content management; storefront services; application design and development; a digital locker and UltraViolet integration.

Jason Keane, CEO of Saffron Digital said, “We are delighted to be involved in the launch of such a monumental service. As well as offering its customers a new and exciting entertainment experience, Carrefour is securing its place as one of the world’s leading entertainment retailers. As one of the biggest UltraViolet services to launch in Europe, Nolim Films will no doubt be instrumental in driving digital media adoption throughout the region.”

Supermarkets are increasingly offering video services to their customers, although the UK’s Tesco recently sold its Blinkbox business to the telco TalkTalk.