Is Amazon going to acquire the UK-based LoveFilm?

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Amazon, which already owns 42 percent of LoveFilm, seems to be interested in acquiring the whole film-rental company wich is based in London. According to the Sunday Times of London the deal would value LoveFilm at $312 million. The Netflix-kind-of-service was founded in 2003. In exchange for a monthly fee, the LoveFilm-users can watch films and play games from a library of over 70,000 titles.