Samsung has opened a new Mobile Movie store in the UK. They plan to offer over 1,000 movies - which you can either rent or buy. The movies will be downloaded to your mobile phone to watch. Currently the only phone that's supported is the Tocco Ultra (S8300 AMOLED phone) - with the 2.8" AMOLED.
I guess Samsung wants to both get the word out on their new AMOLED displays - "good enough to see movies in", and also get extra income from the movies. Operators will be happy to give 3 movies away for free with each new phone, I'm sure.