Lovefilm Instant becomes Amazon Prime Instant Video in the UK

Lovefilm Instant subscribers, prepare yourself for a welcome change. After three years flying under its own flag, the UK movie streaming service will become part of Amazon's Prime subscription on February 26th, rebranding as Prime Instant Video in the process. That name might sound familiar because it's the exact same package Amazon has been offering US Prime subscribers for the past 36 months.

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