HMV On-Demand, the high street retailer’s own online video rental service, has launched today for PC and Mac. It’s a service powered by FilmFlex, who handle Virgin Media’s on-demand powers, and is the result of a deal between HMV, Sony Pictures Television and The Walt Disney Company. But will its lack of compatibility be its downfall?
The first warning signs from HMV On-Demand is the demo tour video, which demands you have Microsoft’s soon to be discontinued Silverlight installed. That aside, the movies on offer at launch are fairly new, representing 30 distributors and all of the major film studios.
There’s no option to buy the films in question, but HMV On-Demand’s rentals are fairly standard in price: £3.75 for older titles and £3.99 for newer ones. Our main reservation is that HMV may have missed the point of a modern VoD service: the lack of options for viewing.
It’s a very bold move to launch without a deal with any of the set-top boxes or games consoles, as HMV On-Demand’s nearest rival Lovefilm has. As it is, you’re stuck with watching movies on your computer or, if you can face the rigmarole, by connecting your laptop to a TV – something laboriously explained in the HMV On-Demand FAQ section.
It’s obviously that HMV On-Demand is an effort by HMV to modernise itself in the wake of a recent 15 per cent high street sales slump, but it could well be too little too late.
