Walmart’s online video service Vudu is looking to make its digital libraries more attractive for users, with the service launching a “Share My Movies” program.

The lending option, which Vudu designed with UltraViolet, will allow members to share their movies with up to five people for the first time.

The program is a clever way for Vudu to sign up more members, especially if current users want to share their purchases with friends or family members that don’t yet have a Vudu account. Until now, Vudu users have been sharing their account passwords to let others watch titles they’ve bought.

The timing also comes as more consumers are buying digital copies of movies and TV shows than ever; they spent a little more than $1 billion last year on such purchases, according to the Digital Entertainment Group.

To share titles, people need to be invited to access a person’s account and are sent a link to create a Vudu account. The sharer’s UltraViolet movies and TV shows then appear in the My Vudu page.

In addition to digital purchases, “Share My Movies” also applies to DVDs and Blu-ray movies available at a Walmart stores that come with an UltraViolet digital copy.

“We’re constantly looking for ways to unlock more value from your movie purchases -– from providing free Vudu digital copies with most new movie releases sold at Walmart, to our in-store and online disc-to-digital service that allows you to convert the physical movies you already own into a digital copy you can watch on virtually any device,” the company said in a blog post on Wednesday. “We know you’ve spent a significant amount of money and time building your collection and have plenty more films to add to it. Share My Movies by VUDU is another way we’re helping you get the most out of your collection.”