This venture by easyJet founder Stelios has that trademark simple, orange look, and is powered by the Lovefilm engine, so it works well. The site is much cleaner and simpler than the standard Lovefilm one, with fewer menu choices on only a single sidebar. The actual film data and search engine are quite good, as you'd expect on a Lovefilm-powered system. However, as we've stated, before, rather than use a "powered by" affiliate site like this, we suggest you stick with the original company.
Personally, we prefer more options and details, but we realize not all people do, and we applaud easycinema's effort at customizing the Lovefilm engine in more than just looks, simplifying options and menu bars etc. for those who like a sleeker site. There are other differences, for instance, Lovefilm has a customer service phone line and carries adult films, while easycinema does neither. The biggest distinction is easycinema's decision to solely offer a pay-per-disc mode, so easy cinema is a good option for those low volume renters who like the excellent Lovefilm engine, but want the convenience of pay-per-rent tariffs (we used to say Amazon was the top option for low volume renters, but that changed when their operation closed down in mid-2008).
Easycinema appeared to go downhill in 2009 after they revamped the home page so DVD rental is no longer very prominent (half the screen is about booking cinema tickets!) and we understand they're not promoting the service as they once were. Given the lack of focus on DVD rental, we'd be a bit wary of signing up, as many other Lovefilm white label service have suddenly closed, though we have no evidence easycinema is about to do so.
Prices: easyCinema offers a 7-day money back guarantee, which due to postal times essentially means you have to decide whether to stay with them after receiving your first set of discs. They use a limited credit model 4 discs per month, 1 DVD at any one time for £7.96 per month, 7 discs per month, 2 DVDs at any one time for £13.93 per month, or for 10 DVD's per month, 3 at any one time for £19.90. The 4-disc rental is fairly cheap, but gets worse at the higher tariffs as they lack a volume price incentive, so it really is best suited for very low volume renters.
You should really read the terms and conditions, as we hear some tariffs auto-renew, so your card may be repeatedly debited every 90 days regardless of whether you're using the credits. If you cancel, you have seven days to return your discs, or you will be billed one DVD credit per five days if you have any left, or if you don't you can be charged 1 pound per day (including weekends and public holidays), to a maximum of 20 pounds.