Lovefilm and Universal end rights dispute Lovefilm, the Amazon-owned movie rental service, has struck a multi-year deal allowing it to show Universal Pictures" content, marking the end of a two-and-a-half-year dispute between the two companies. It gives Lovefilm exclusive rights to films such as Kick-Ass, Battleship and Bridesmaids for online streaming, granting subscribers" access to Universal's films. It also allows Lovefilm to rent out Universal movies on DVD - over a which disagreement first erupted in 2009. Universal is the third large movie distributor, after Sony Pictures and Warner Bros, to carve out a so-called "second pay-TV window" with Lovefilm amid intensifying competition between the subscription rental services and British Sky Broadcasting, Netflix and a host of other services operated by the likes of Tesco, Dixons and HMV. In light of this growing rivalry, the Competition Commission last week concluded that Sky Movies" "first window" deals with studios were not restricting competition, reversing the regulator's earlier decision. The online pay-TV windows typically begin showing films six months after they have been shown on Sky Movies. BSkyB has announced plans to launch Now TV, a new "over the top" online video service, to compete more directly with its digital rivals. Now TV will offer shorter-term contracts and more flexible bundles of content in an attempt to reach subscribers who are unwilling or cannot afford to install a satellite dish. As well as striking new content deals to take on Netflix and Sky Movies, Lovefilm's sales force has been taking its online service on to the streets, making door-to-door calls and approaching people in person in town centres.