That would require a rather significant re-engineering of the LiveTV product. Right now the movies are effectively just broadcast to one of the channels on the TV system. Switching to on-demand would require a mechanism for storing the movies that allowed multiple asynchronous playback streams as well as 2-way controls at the seat to be able to handle the start/stop functionality. Even LiveTV3 (the one CO has) doesn't have these features. If they come at all they'll be a ways out, I think.