HMV, FilmFlex launch VOD service | News | Rapid TV News
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It may not be his master’s, but HMV has found a new voice in video on demand (VOD) thanks to a new partnership with FilmFlex.

The new movies-on-demand service,  hmvon-demand, will offer hundreds of the latest film releases to rent at and will leverage  FilmFlex’s relationships with over 30 distributors, including all of the Hollywood Major Studios and the UK' s leading independent distributors. Indeed FilmFlex claims to be the largest provider of VOD movie rental services outside of the US, backed by joint venture partners Sony Pictures Television and The Walt Disney Company EMEA,

The service will launch with films from a range of suppliers including Sony Pictures, Twentieth Century Fox, Walt Disney, Warner Bros., Entertainment One and Momentum Pictures, with more content providers to follow. Current new release titles available through the hmvon-demand site will include Cars 2, Zookeeper, Rio, X-Men: First Class and Bad Teacher with Horrible Bosses, The Hangover Part 2, Harry Potter and the Deathly Hallows Part 2 soon to follow.

In terms of platforms, hmvon-demand service will initially be offered via Web/PC with content available on a rental basis for consumers to watch on or offline. Other access models are planned to follow in due course, including download-to-own and cloud-based locker services. HMV is hinting that the platform is being developed so that it can be extended to “a wider range of digital devices” and that it will align with HMV’s move into the personal technology market.

FilmFlex will manage all digital rights and security on behalf of HMV and will accept responsibility for the website build and platform operation; content management; billing and customer service as well as on-site promotion. HMV will initially promote the service with a soft launch, including through its store with the main launch activity to begin in January 2012.

Commenting on the launch, Mark Hodgkinson, HMV Marketing & e-Commerce Director, said, "We're excited to be working with FilmFlex to launch hmvon-demand and offer our loyal and significant customer base a best-in-class movies-on-demand service…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."