CinemaNow today said it would sell a downloadable version of "The Fast and the Furious: Tokyo Drift" that can be burned to DVD on the same day the movie is released nationwide in retail stores.

While the movie offering isn't Oscar-worthy, the Marina Del Rey, Calif., company runs the only Web site permitted to provide a burn-to-DVD service for Hollywood movies.

Amazon.com recently jumped into the downloadable movie business with Amazon Unbox, but the service was widely criticized for not offering a burn-to-DVD feature.

For now, CinemaNow's burn-to-DVD offerings are severely limited. (The featured titles in that section include "Inside Man" and "Bulletproof Monk.")

Even so, Amazon should watch closely how its competitor fares. When it comes to persuading Hollywood to loosen licensing restrictions, the online retail juggernaut could be faster and more furious.