(Business 2.0) - What if new movies were showing not only at the neighborhood multiplex but also on your cable box? Rainbow Media Holdings--the Cablevision (Research) unit that owns the AMC network, the Independent Film Channel, and IFC Films--will soon make that a reality. Starting on March 1, Rainbow will offer cable subscribers on-demand premieres the same day they hit theaters. Insiders say Cablevision and Comcast (Research) are onboard to offer IFC movies for just $15 a year or $6 per film; other cable operators could soon follow. Rainbow plans to offer 24 films annually, including "American Gun," starring Donald Sutherland, and "Sorry, Haters," a post-9/11 drama with Robin Wright Penn.