Earlier today, Google announced a slew of new content for the Play Store, including magazines, TV shows, and the ability to purchase movies. New content is great, but there's a problem: the new Play Store isn't yet available on devices other than the Nexus 7 and I/O Galaxy Nexus (post-Jelly Bean update).
As always, though, those crafty devils over at XDA have yanked the newest version of the Play Store from one of the aforementioned devices and made it available to the world. Simply download and install it like any normal apk to start enjoying all the hyper-fresh content you can eat.
And a few earlier ones:
Update: The Play Store now supports setting a favorite sharing method that you can customize to your liking. For example, here I set it to Google+ (by long-pressing):
The APK is signed by Google and upgrades your existing Play Store. The cryptographic signature guarantees that the file is safe to install and was not tampered with in any way. Rather than wait for Google to push this download to your devices, which can take weeks, download and install it just like any other APK and enjoy the new Play Store experience.