Virgin Media has launched a 3D Movies on demand service, just days before Sky's full 3D channel goes live.

Viewers will need a Virgin Media HD set-top box, which is capable of receiving 3D channels, along with a 3DTV and a pair of 3D glasses for anyone that wants to watch the films.

Virgin said the content, which is being provided by FilmFlex, will be available on a pay-per-view basis, unlike Sky's offering, which requires viewers to subscribe to the broadcaster's top channel package.

The first film available on the service is British dance movie, StreetDance 3D, which will cost £5.99 for a 24 hour rental. Virgin Media said Garfield's Pet Force 3D, Disney's A Christmas Carol 3D, Step Up 3D and Despicable Me 3D will be among the titles made available over the coming months.

"As we've already seen with the take-up of high definition programmes, viewers are continually looking for new ways to experience their favourite shows, and with the addition of 3D On Demand, they will be able to watch eye-popping movies whenever they want," said Cindy Rose, executive director of digital entertainment, at Virgin Media.

Virgin also announced it was working with Samsung to showcase the 3D service on Samsung's 3-capable TVs in Virgin Media stores up and down the country.

See also: First 3D TV hits UK shelves today