Digital entertainment provider CinemaNow announced Tuesday that it would allow U.S. consumers to order movies through their cell phones.

The service will allow users watch movie trailers on their cell phones and order full-length movies that will be delivered electronically to their PC or other devices. Orders can be made immediately, when users find out about a new release while they are with their friends.

"It definitely makes discovery a little more social when you can talk about the movie and do the purchase while you're there," said David Cook, CinemaNow's chief operating officer, according to Reuters.

The service is time-saving, as it starts downloading a movie to a user's web-connected computer after the order is made, so that the download finishes before the user gets home. For the download to be possible, the computer needs to have the CinemaNow Media Manager installed and running.

The new technology is powered by uVuMobile Inc, which is specialized in mobile video.

CinemaNow also plans to approach wireless service providers to discuss about future agreements. With more than 150 phone models supporting video streaming, the company hopes its newly launched service could be followed by another that allows video downloads directly to mobile phones by 2009.

The company charges about $15.00 for online movie purchases and $2.00 for rentals.