Hollywood studio Paramount Pictures is getting into the streaming game, albeit as a trial for now. The studio has launched a video-on-demand site for its film Transformers: Dark of the Moon. People can pay $3.99 or $4.99 to stream a normal or HD version of the film respectively, getting 48 hours to watch it after they pay. The site has been launched by Zukor, which according to Advertising Ageis a subsidiary of Paramount’s parent company Viacom. It’s being promoted via an email to registered users of fellow subsidiary MTV. “We’re testing the waters and interested to see consumer feedback,” says Paramount’s EVP of interactive marketing and film production Amy Powell. “It’s just a little toe-dip to move in the direction we believe will be one of the future distribution means for content.” The company has previously experimented with D2C movie rentals on Facebook. “Paramount wants to offer as many choices as possible when it comes to consumers enjoying its content,” says Powell.

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