This is grim news: HMV's plans to open cinemas are being talked up - but not by the company's cougar of quote Gennaro Castaldo. Oh, no:
Simon Fox, HMV's chief executive, said that the cinema has the potential to be rolled out to "wherever we have larger stores", including above branches of Waterstone's, the book retailer that HMV also owns.
This, clearly, is an act of folly too grand for Gennaro. It calls for a brass hat from head office to come down and explain that, for some reason, turning the office space upstairs into a cinema is the most natural thing in the world.
The heart of the idea is in the right place:
As well as showing new releases the cinemas, which will open at 9am, will screen films on behalf of local schools, have screening for parents with young children, and could beam live music events from HMV's concert venues. [HMV's partner in the scheme] Curzon's existing cinemas show already show live opera from the Met Opera in New York.
Offering a community resource is a lovely idea, and does fill a gap that many towns will feel - although how far the bottom line will be boosted by showing Peter And The Wolf to class 4B is debatable.
Is there really a business in showing films in small spaces? Who does HMV think will want to go to the cinema at nine in the morning? People who have lost their jobs but are too ashamed to tell their families?