LONDON — NBC Universal has become the latest Hollywood major to sign an exclusive deal with the U.K.’s Lovefilm for the second pay window.

Subscribers to Lovefilm’s digital streaming service will get access to Universal titles such as “Battleship,” “Kick Ass” and “Despicable Me” after their first pay TV outing on BSkyB’s premium movie channels.

Lovefilm, which is owned by Amazon, is engaged in fierce competition with recently launched rival Netflix to be the U.K.’s leading subscription video-on-demand service. Both players are also looking to take a bite out of BSkyB’s pay TV dominance.

The multi-year deal with NBCU Intl. TV adds to Lovefilm’s existing pacts with Warner, Disney, Sony, eOne and Studiocanal.

Jim Buckle, m.d. of Lovefilm, said: “Lovefilm is proud to offer its members access to the highest quality content across multiple platforms from another of the world’s most respected studios. NBCUniversal is also Lovefilm’s latest exclusive streaming deal in our quest to deliver the widest choice of content on as many platforms as possible.”