HMV have announced a solution to battling slumping sales in their stores – they’ve launched their own video-on-demand service on their website. Called hmvon-demand, the high street chain is going to partner up with FilmFlex, a joint-venture between Sony Pictures and The Walt Disney Company, to provide a whole host of popular and/or actually quite good films.
Is it too late though?
Lovefilm and Amazon have had a partnership going since 2008 that has worked well for both companies and Tesco took control of 80% of Blinkbox, another competitor, in April. With highly popular US service Netflix finally coming to the UK early next year, they’re going to be fighting in an increasingly competitive field. They would have been better off launching it earlier this year just to be a step ahead. Now it just looks like they’re sluggish to respond to the demand for digital film services.
On the plus side, having had a look at their prices for some films, it seems fairly reasonable on that front. I managed to find Submarine, available to watch for £2.79, and Slumdog Millionaire, available to watch for £2.49. There are more expensive ones but I’ve not seen anything more than £3.99 – so relatively in line with their competitors. Quite surprising really since HMV have a good track record for completely ripping off customers with the prices of DVDs or CDs sometimes.
I think if they promote the service really well then HMV might get some much-needed money out of it – a major marketing campaign is planned for January – but it’s definitely got a tough job to come out on top of the aforementioned competition.



