Dixons on-demand movies service KnowHow Movies to launch on Thursday

Last week Dixons announced it was planning to expand into the films-on-demand sector this week. Not content with letting BSkyB fight it out with Netflix, LoveFilm, Blinkbox and iTunes the electrical retailer is to offer online pay-per-view films to stream at the same time as the DVDs are released.

Although reports suggested the service was to launch today the website still takes you to the holding page this morning. Dixons had not responded to requests for comment but The Guardian reports that the service will launch on Thursday and KnowHow Movies branding will be added to Dixons Group’s marketing.

Dixons is not planning a TV advertising blitz to back the launch but the company intends to plaster KnowHow branding across all its 600 UK stores from later this week.

In addition Dixons Group spends £55m a year on marketing, according to figures from Nielsen, which Hearns said will start carrying KnowHow branded messaging. In the year to the end of December Dixons spent £40m on the Currys and PC World brands on TV, the Guardian reports.