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British indie film distributor Peccadillo Pictures is launching a video-on-demand site. The integration of on-demand will enable the film company to bypass conventional cinema and DVD distribution media for new releases, reports NetImperative.

Independent films have always struggled with distribution, and online could potentially open films up to undiscovered niche markets.

The service launches July 18 with British thriller Surveillance. The film will be available via streaming, download-to-rent and download-to-own.