We have considered an initially isothermal hybrid-oriented nematic liquid crystal cell, and studied the onset of a temperature gradient across it, produced by hydrodynamic flow v. Our analysis was developed in the framework of the Ericksen-Leslie theory, coupled with the thermoconductivity equation for the temperature field. It has also been shown that the resulting temperature difference between the bounding surfaces grows up to several degrees in magnitude, and that its sign depends on the direction of v. (c) 2008 Elsevier B. V. All rights reserved.