London department store Selfridges to open three movie theaters inside of flagship location

London’s iconic department store Selfridges has found a way to keep customers coming through its revolving doors.

The upmarket retailer has partnered with Olympic Studios to open a permanent three-screen movie theater inside of its flagship London store on Oxford St.

For the new department store theater, which is purportedly the first of its kind, there will be a separate street entrance and one from within the store.

To be named The Cinema at Selfridges, the theater will open in November and feature new movies, both blockbusters and indie flicks, on its screens.

This is not 111-year-old privately owned company’s first foray into film; according to Variety, Selfridges partnered with lifestyle movie chain Everyman to open a 75-seat in-store theater that was open for six months, until spring 2015.

In 2013, the Selfridges name made its way across the pond — in pop culture — by way of the ITV/PBS series “Mr. Selfridge,” which starred Jeremy Piven as founder Harry Gordon Selfridge.