Sony's Video on Demand (VOD) service, called "Video on Demand by Qriocity", is now available in Canada.

The streaming service, Sony's attempt to challenge Apples itunes, will offer hundreds of films from several major studios including NBC Universal Television Distribution, Paramount Pictures, Sony Pictures Home Entertainment, The Walt Disney Studios, Twentieth Century Fox Home Entertainment LLC and Warner Bros.

To gain access to Qriocity (pronounced as curiosity), users will require either an internet-enabled Bravia TV, Blu-ray Disc player, or Blu-ray Disc Home Theatre system.

Notable titles available at launch include "A-Team," "Get Him to the Greek," "Inception," "The Last Airbender," "Salt," and Disney-Pixar's "Toy Story 3."

Rental prices for High-Definition content will range from CA$4.99-5.99 while those for Standard-Definition content will range from CA$3.99-4.99. After renting a film, consumers have up to 30 days to start watching their movie, and once playback is started, they have up to 24 or 48 hours to watch the film as many times as they like.

"Video On Demand powered by Qriocity" started in Japan on January 26 and, in addition to Canada, is now available in the U.S., France, Germany, Italy, Spain and the U.K.

Over time Sony says Qriocity will deliver a deliver a variety of digital content including music, games and e-books.

Discuss the arrival of Qriocity in Digital Home's Home Theatre Personal Computer (HTPC) and Media Extender forum .