The service is available on WHSmith's website at www.whsmith.co.uk/moviesdirect. New members will receive a 14-day trial and a£5 voucher redeemable against in-store purchases.
WHSmith commercial development director said: 'This is a great opportunity for customers to access films, and the offer is entirely complimentary to our in-store DVD offer. By working with Lovefilm, we have been able to develop a strong and attractive offer that we believe will encourage customers to try this great service.'
The launch follows a similar service set up by leading video rental chain Blockbuster in May.