Emap's film title Empire is to launch a new mobile portal called Empire Filmnight Club, allowing customers to download video clips, buy DVDs and post movie reviews.

The portal is being launched in conjunction with Filmnight Digital, the digital arm of the online and high street DVD company that owns the Prime Time chain of video rental stores.

Subscriptions cost £3 a month and include a free DVD rental every week, Empire reviews and interviews, videoclips and film trailers, MMS movie alerts, 25% off a one-year subscription to the magazine and 10% off DVD purchases.

Colin Kennedy, the editor in chief of Empire, said the deal allowed Emap to "tick both boxes" by allowing the magazine to "move swiftly and comprehensively into the all-important mobile market and adding an over-due movie retail element".

Emap already provides a mobile service for Heat and FHM. However, this is designed primarily for short, time-killing usage while the Empire service is much more comprehensive.

In addition to launching the Empire brand on mobile for the first time, the deal will extend online.

Filmnight Digital will power the newly launched Empire Film Store, which will provide a DVD and video-on-demand retail service.

The club will be promoted in the magazine and online at empireonline.com and www.filmnight.com as well as via Filmnight.com's network of high street stores.

· To contact the MediaGuardian newsdesk email editor@mediatheguardian.com or phone 020 7239 9857

· If you are writing a comment for publication, please mark clearly "for publication".