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The one-of-a-kind, multi-sensory dispenser even emits the smell of popcorn as passers-by approach – and you can grab a free bucket until tomorrow (Saturday, 10th December).

The sweet – or salty – treat marks the launch of ITV’s brand-new streaming platform, ITVX, which will be the home of all things ITV and loads more.

People passing through Victoria station today or tomorrow are able to treat themselves to the freebie, and to settle in to watch on giant screens too.

With exclusive new series launching on ITVX every week, an ever-changing library of blockbuster movies, and the nation’s biggest live music and sporting events all in one place – there’s something for everyone.

A host of premieres are available, including hotly-anticipated six-part cold war drama A Spy Among Friends starring Damian Lewis and Guy Pearce, provocative teen series Tell Me Everything, and powerful period drama The Confessions of Frannie Langton, starring Karla-Simone Spence, Sophie Cookson, and Patrick Martins.

And the new service will be updated with fresh content every week – meaning you can wave goodbye to the endless scroll for something to watch.

Big name stars like David Tennant and Stephen Fry have shows debuting too, with Tennant’s spy drama Litvinenko, about the former KGB officer who was poisoned in 2016, available from December 15.

And Fry’s A Year On Planet Earth can be watched from December 22 – the same day that family drama Riches, starring Hugh Quarshie, will hit screens.

Paul Ridsdale, Director of Marketing at ITV said: “We’re really excited to be officially launching ITVX – our fresh new streaming service offering more new shows for free than anywhere else.

“And what better way to celebrate than with the UK’s freshest ever billboard – treating viewers to both fresh popcorn, and fresh ITVX programme highlights, as they pass by.

“This is an exciting new chapter for ITV, and we can’t wait for viewers to start enjoying the thousands of shows – for free.”

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