HMV teams with FilmFlex for online movie service

High street music retailer HMV is launching hmvon-demand, an online movie rental service in association with FilmFlex, the white label VOD service provider that is a joint venture between Disney and Sony.

HMV, which issued a profit warning earlier this year, will offer titles including Bad Teacher, The Hangover: Part II and Harry Potter and the Deathly Hallows (pictured) on its service, which will initially only be launch on PCs. Existing HMV customers will be targeted now as the service soft launches with a full roll-out expected in 2012.

“With 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,” said Mark Hodgkinson, HMV’s marketing and eCommerce director.