Multiplex cinema operator and developer Vue Entertainment is to enter the home DVD rental market with the launch of Vue at Home in partnership with ScreenSelect.co.uk.

The deal will allow Vue customers access to ScreenSelect’s library of more than 34,000 DVD titles and is being heavily promoted at Vue cinemas over the summer.

“We recognise that DVD renters are also cinema goers and as such we see natural synergies between our two entertainment format offerings,” said Mark De Quervain, sales and marketing director for Vue. “Our plan is to combine marketing activities to increase cinema attendance and DVD rental.”

Until September, all Vue customers buying cinema tickets will be given a voucher offering them five free DVD rentals through Vue at Home. Customers buying refreshments will also receive a voucher for free DVDs.

Vue Entertainment was formed in May 2003 and acquired the Ster Century chain earlier this year, in April. Details: www.myvue.com