Selfridges of London has agreed a partnership with independent boutique cinema Olympic Studios to open a three-screen cinema in the store. According to management, this is a natural extension of the Selfridges aim of providing customers with extraordinary experiences all year round. The Cinema will have an entrance within the store as well as direct access from the street. It will schedule a mix of blockbusters and independent films. Some years ago, Selfridges opened a small pop-up cinema in the store which created quite a buzz.