AKIPRESS.COM - At least 37 people are confirmed to have died in a fire that tore through a shopping center in the Siberian coal-mining city of Kemerovo, BBCreported.

At least 64 people are missing, including 41 children, and parts of the building are in danger of collapse.

The blaze started on an upper floor of the Winter Cherry complex while many of the victims were in cinema halls.

Video posted on social media showed people jumping from windows to escape the flames on Sunday.

As many as 660 emergency personnel have been deployed in the rescue effort.

The cause of the blaze is not yet known but authorities have launched an investigation.

Kemerovo, a key coal-producing area, lies about 3,600km (2,200 miles) east of Moscow.

Yevgeny Dedyukhin, deputy head of the Kemerovo region emergency department, said the area of the fire was about 1,500 sq m.

The 37 bodies found are difficult to identify, said Mr Dedyukhin, but nine of them are of children.