DVD AND MUSIC STORE HMV has launched video on demand service to rival Netflix and Love Film.
The service, which is backed by joint venture partners Sony Pictures Television and The Walt Disney Company EMEA, apparently will offer "hundreds" of the latest film releases to rent at www.hmvondemand.com. Its deal is in partnership with Filmflex Movies.
Filmflex deals with around 30 distributors, apparently including all of the major Hollywood studios as well as the UK's leading independent distributors, with most films available on the same day the DVD is released. The firm will manage all digital rights and security on behalf of HMV.
The service will launch with films from suppliers including Sony Pictures, Twentieth Century Fox, Walt Disney, Warner Bros, Entertainment One and Momentum Pictures, and HMV said more content providers will follow.
HMV's service will initially be offered via the web and content will be available on a rental basis for consumers to watch on or offline.
HMV said that "the platform is constantly being developed so that future viewing can be extended to a wider range of digital devices", adding that other services will soon be announced.
Mark Hodgkinson, HMV marketing and e-commerce director said, "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."
Filmflex recently announced a download to rent option on Film4od, Film4's online film-on-demand service. µ