Comcast has hooked its transactional business, the Xfinity Digital Store, to Movies Anywhere, the digital locker founded by Disney and now jointly operated in partnership with Fox, Sony, Universal and Warner Bros.

Comcast customers who purchase more than 7,500 eligible movie titles through the Xfinity Digital Store can watch those films—as well as movies they purchase via other digital stores—with one unified app, the Movies Anywhere app.

Comcast is the first pay TV service to hook up a store to Movies Anywhere, operating alongside Apple’s iTunes, Amazon Prime Video, Vudu, Google Play, Microsoft Movies & TV and FandangoNOW

Those users who connect to Movies Anywhere for the first time will receive a digital copy of the film Happy Feet.

Free-to-download app service Movies Anywhere launched a year ago last month. The service recently said that more than 6 million consumers are using the service, transacting around 150 million titles.

“Comcast is one of the country’s leading pay TV providers with a customer base that, like ours, consists of people who are passionate about the movies they love,” said Karin Gilford, general manager of Movies Anywhere, in a statement.

“Xfinity X1 is the only platform that provides customers with seamless, integrated access to all of their entertainment choices within one user interface, whether that content is live, on demand, streamed, recorded, rented or owned,” added Daniel Spinosa, VP of entertainment services for Comcast Cable. “And by joining Movies Anywhere, Xfinity TV customers can now easily link their accounts across participating digital retailers and watch their consolidated digital library on X1, or anywhere in the country via the Xfinity Stream app and portal.”

Comcast said The Lego Movie now holds the record as the best-selling title in its first week as a new release via the Xfinity Digital Store, the electronic sell-through service that the MSO launched late last year.

The EST version of the hit flick went on sale May 20, four weeks before its DVD release.

Comcast paired the movie’s electronic debut with a week-long Movie Kids Promo that pitched The Lego Movie at a discount while also cutting the price on dozens of other kids titles offered at the MSO’s digital store, which lets customers purchase and view movies and TV shows on the set-top box and via the Web, and play back acquired titles on tablets and smartphones via the operator’s Xfinity On Demand Purchases app.

“During the week, nearly 100 family-friendly movies were available to own at a discounted rate and helped propel the week to the most successful week ever for the Xfinity Digital Store,” Nancy Spears, Comcast’s VP of digital media distribution and monetization, noted in this blog post.

Comcast wouldn’t say how much money came in the door, but first week sales of The Lego Movie unseated Universal Pictures' Despicable Me 2, the former record-holder in the category at the Xfinity Digital Store, which went on sale back in December, and initially outpaced digital sales via Apple iTunes.

Comcast EST partners include Twentieth Century Fox, Lionsgate, MGM, NBCUniversal, Sony Pictures and Warner Bros.

Verizon Communications also built a special campaign around its EST distribution of The Lego Movie, offering buyers one free child’s ticket (with the purchase of one adult ticket) to either Legoland Parks (located in California and Florida) or Legoland Discovery Centers (in several cities, including Atlanta, Boston and Dallas, among them), estimating that it represents a value of up to $91. That promo runs through June 16.