Playstation Store Questions?

Ok, so I've had my PS3 Slim for a couple months and I keep hearing you can rent movies from the PS Store and theres a Video Sign at the top, but theres no such thing in the store and I have even tried using search. Can you download movies off the Slim, do I need to activate something? I have checked everywhere and found nothing, please help.

Suggestion:

Where is your PSN account registered, the PlayStation Video Store is not available to all regions so if your PSN account is in a country like Canada (which doesn't currently have the video store, it's coming July 1st) you won't see the video store as it's unavailable in your country (your friends obviously have accounts in a country where the video store is available).