The cinema, called hmvcurzon, will be piloted in the HMV store in Wimbledon this autumn. The hmvcurzon could potentially house three screens and will use the non-trading space on the store's second floor. It will be accessible via the HMV store during the day and will have its own entrance outside of normal trading hours.
HMV, depending on the success of the trial, will look at other suitable locations to open the cinemas
Simon Fox, HMV Group Chief Executive, said: ‘Millions of film fans visit HMV's high street stores each year, making them an ideal destination for this new type of cinema experience. This exciting partnership with Curzon Artificial Eye complements our recent joint venture for live music, and further demonstrates our commitment to getting our customers even closer to the film and entertainment content they love.'
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