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Dixons touts films-on-demand KnowHow

Knowhow MoviesTVs from PC World and Currys will come with an exclusive video-on-demand service featuring films and TV shows.

KnowHow Movies launches on Thursday through the UK’s 600 Currys, Dixons and PC World stores with films and TV from Disney, Pixar, Warner Bros and Momentum Pictures.

Alongside Disney and Pixar’s extensive resources, Momentum brings Oscar-winners The King’s Speech and Lost In Translation, and the original Swedish Girl With The Dragon Tattoo trilogy.

The service will be pre-loaded on all internet-connected devices sold by the electrical group, including TVs, tablets, and other handheld devices.

Gary Hearns, senior category manager for content and software at Dixons Retail, said the chain’s 14,000 retail staff have been trained to push the service.

“The ambition is that every staff member that is talking to a customer is potentially also a customer of KnowHow,” he added.

“KnowHow has been all about looking after the product but it has not been about what is installed on the product.”

KnowHow Movies will launch as a web-based service for PCs and Mac, with mobile devices added by the end of April, followed by Samsung, LG and other connected TVs up to June and the PS3 and XBox games consoles in August and September.

Users will be able to access their films and TV shows on up to five different devices, with new film releases priced at £3.99 to rent and £12.99 to buy, older titles £2.99 to rent and from £5.99 to buy, and TV shows from £1.99.

Dixons Retail is also a partner in the UltraViolet consortium, which gives every user a ‘digital locker’ they can use to access their media on multiple devices. UltraViolet functions will be added to KnowHow Movies by the end of 2012.