LONDON — U.K. entertainment retailer HMV is partnering with VOD provider FilmFlex Movies to launch a new on-demand movie service dubbed hmvon-demand.

The service, which will be available to HMV rewards scheme customers before launching in January 2012, will see a slew of titles available to stream online from the date of their DVD release.

Current new releases available include “Cars 2,” “X-Men: First Class,” “Zookeeper,” “Rio” and “Bad Teacher,” while “Horrible Bosses,” “The Hangover 2” and “Harry Potter and the Deathly Hallows — Part 2” will be available on their DVD release date.

Distribs such as Sony Pictures, 20th Century Fox, Walt Disney, Warner Bros., eOne and Momentum Pictures have already provided content on the site and more are expected to follow.

Service is initially only available via the Internet and PCs, with content available on a rental basis for consumers to watch offline or online, but the intention is to expand the service onto multiple platforms.

White-label VOD service FilmFlex, a joint venture between Sony Pictures Television and Walt Disney, will manage all digital rights and security on behalf of HMV, and will be responsible for building the platform and content management.