HMV will launch its first in-store cinema in London on Friday (October 23rd) - the first step in its re-birth as an 'entertainment hub for popular culture'.

The firm has partnered with Curzon Artificial Eye to launch a three-screen cinema above HMV's Wimbledon Broadway store, dubbed HMVCurzon.

If the trial proves a success, MCV understands that the chain plans to roll-out the concept to more locations across its UK store base.

The firm said the project will offer a 'flexible and diverse' programming schedule, including film and music. It is currently unclear if video game content will appear.

A spokesperson for the chain told MCV today: "[HMVCurzon] will create a compelling template for the future, where HMV outlets will become less of a store for CD, DVD and games recorded products, and more an entertainment hub for popular culture. 

"HMVcurzon Wimbledon therefore represents a transformative moment for the High Street and for entertainment retail in general."

To complement the launch, HMV has installed a licensed bar and cafe at the Wimbledon store - and says it will encourage cinema-goers to browse its entertainment range in-store.

The Wimbledon cinema seats 263 customers across its three screens and will be open seven days a week.

HMV said tickets for the cinema will cost between £3 and £10.

The HMVCurzon programme opens with The Imaginarium of Dr. Parnassus, The Fantastic Mr. Fox and the latest Disney Pixar movie Up in 3D.