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HMV launches films-on-demand service with Filmflex

Entertainment and technology retailer HMV has teamed up with FilmFlex Movies to launch an HMV-branded films-on-demand service.


HMV launches films-on-demand service with Filmflex

The HMV-on-demand service will initially be offered via Web/PC with content available on a rental basis for consumers to watch on or offline. However, HMV says it is developing the platform further so that future viewing can be extended to a wider range of digital devices in line with HMV’s move into the personal technology market.

The retailer has recently expanded its offering to include consumer technology products such as Apple iPads and iPods, headphones and speakerdocks as it looks to move away from the declining traditional CD and DVD market.

HMV says other access models are planned to follow in due course, including download-to-own and cloud-based locker services, to provide the consumer with a continuous viewing experience across multiple devices that can be accessed from any location. 

HMV will initially promote the service with a ‘soft’ launch, including through its store and by approaching the 2 million members currently participating in its purehmv rewards scheme. The main launch will be in January 2012, when HMV will look to leverage the power of its brand across all its channels to more fully integrate the new on-demand offer into its wider marketing communications.

FilmFlex will manage all digital rights and security on behalf of HMV. They will also be responsible for the website build and platform operation; all the content management; billing and customer service as well as on-site promotion.

Jeff Henry, CEO at FilmFlex, said: "Our deal with HMV illustrates perfectly the benefit of combining their well-known brand and high traffic volumes with our own expertise in technology and content"

Mark Hodgkinson, HMV marketing & e-commerce director, added: "With a growing number of consumers now incorporating video-on-demand into their viewing and purchasing habits, the time is right to include a digital service into our own offer. Partnering with FilmFlex will allow us to extend our brand into new areas and deepen the relationship with our customers." 

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