Getting a jump on Black Friday, Comcast announced that it will offer steep discounts on a batch of movies it sells through the Xfinity TV Store, its multiscreen  electronic sell-through service, from November 27-28.

During that period, Comcast is offering several titles, including Lone Survivor and Mr. Peabody & Sherman for $5.99 each. Others set aside for the sale include The Amazing Spider-Man 2 (regularly $19.99 in HD), and Divergent and The Lego Movie, which both currently sell for $20.99 in HD.

The MSO’s latest EST promo comes about a year after Comcast  launched the Xfinity TV Store, which allows customers to purchase and playback movies and TV shows via the set-top and PC browsers.  Comcast has also developed apps (for playback—streaming and downloading) for iOS and Android smartphones and tablets.

In the EST market, Comcast competes with several providers, including iTunes, M-GO, Target Ticket, Google Play, VUDU, Amazon Instant Video, and Verizon FiOS, among others.