The retailer has formed a partnership with Curzon Artificial Eye to trial a new in-store cinema above its store in Wimbledon, called hmvcurzon.
Speaking to Marketing Week, HMV chief executive Simon Fox says the retailer will look to use the space as a “cultural hub” showing both mainstream and independent movies, as well as hosting sessions and signings connected to product offers in-store.
“We want this cinema to embody our ‘get closer’ ethos, getting consumers closer to the music, films and games they love. This will mean that alongside the regular programming of films, we will look to host special events based on activity we have under way in store, such as running scary movies based on Halloween promotions, games competitions on the big screen, or inviting famous artists to host a screening of their favourite film followed by discussion or signings,” he explains.
The cinema, which opened last Friday, is HMV’s first venture into cinema and Curzon’s first foray onto the high street. Each hopes it can capitalise on the growing popularity of cinema in the UK with cinema admissions totalling 164 million last year. The venture has been backed by celebrities including Stephen Fry, Shane Meadows and Richard Curtis.
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The Marketing Week interview with Simon Fox in next week’s issue (5 November).