While most companies are looking to rent films over their mobile phone networks, 3 has started selling phones through a film rental network.

3 is already selling films and video content, and Xtra-vision (the Irish division of Blockbuster) has seen the need to diversify in the video rental business and has been expanding into consumer electronics for some time.

While picking up a new handset while browsing for a DVD might seem odd, it's no stranger than buying a phone in Tescos or Superdrug.

In addition to the normal range of 3 tariffs and handsets, customers will be able to get special "X-clusives", which will only be available from Xtra-vision stores. Neither company is saying what these will be at the moment, so we're thinking ringtones and pictures rather than anything substantial. ®