HMV and FilmFlex launch movie VOD service
HMV has teamed up with FilmFlex Movies to announce the launch of an HMV-branded movies-on-demand service, called hmvon-demand.
FilmFlex Movies is the biggest provider of VOD movie rental services outside of the US and is backed by Sony Pictures Television and The Walt Disney Company EMEA.
The service offers hundreds of the latest films through deals with over 30 distributors and suppliers including Sony Pictures, Twentieth Century Fox, Walt Disney, Warner Bros., Entertainment One and Momentum Pictures, with more content providers set to follow. Current new release titles available include Cars 2, Rio and Bad Teacher.
The service is live now through the web via a PC, with other devices under development. The main launch is planned for January 2012 when HMV will integrate the new on-demand offer into its wider marketing communications.
FilmFlex will manage all digital rights and security on behalf of HMV as well as being responsible for the website build and platform operation including content management, billing and customer service.
“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. This partnership is another indication why FilmFlex is the best movies-on-demand white-label service for any major media, retail or publishing brand in the UK who wants to monetise their traffic”, says Jeff Henry, chief executive officer at FilmFlex.
Mark Hodgkinson, HMV marketing & e-commerce director, adds: “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.
“As an entertainment brand built on specialist choice our remit has always been to enable people to discover and enjoy content however and whenever they want. 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.”