Selfridges on Oxford Street is to become the first department store in the world to contain a permanent cinema, after opening its three-screen venue in November.
The cinema will be operated by Olympic Studios, which already runs cinemas in Barnes and Battersea. The new cinema will have a total of around 190 seats and will show a variety of Hollywood new releases and independent films.
Selfridges cinema is part of a £300 million investment in the store, aimed to entice shoppers away from online shopping.
Cinema goers will be able to access the cinema directly from inside the store and from Duke Street. As well as the three main screens, it will include a private screening room and an underground bar.
Films scheduled to be shown in the first week of the cinema opening include Frozen 2 and Le Mans 66.