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Netflix: Not Just About Renting DVDs Anymore
As a leader and innovator in online DVD rental since 1997, almost everyone in the United States is familiar with Netflix. They know that Netflix has a huge selection of movies from all genres and can have them delivered to their doorstep in a day at an affordable price. With over a million DVDs mailed daily, Netflix is the leading online DVD rental provider in this country.
However, as Netflix continues to evolve and adapt to consumer wants and needs, it has also taken on new roles within the entertainment industry. Red Envelope Entertainment, a recent addition to Netflix, is taking the company into the realm of film distribution and, in some cases, the production of original film content. By striving to acquire and finance films that would otherwise only be available in small theaters, Netflix can now actively increase the variety of films available to a wider audience. To date, Netflix has been the distributor of at least 100 independent and foreign films that might otherwise have gone unnoticed by the masses.
With Netflix in the role of film distributor, there are benefits for the audience watching the films and for the filmmakers as well. Not only will there be a greater variety of movies for viewers to choose from, but the quality of offerings should also improve, as the movies Netflix chooses to distribute or produce will be those that match consumers’ interests. When Netflix customers watch movies, they can go online and rate/review the ones they have seen. Participation in the movie review process is high, as Netflix now has billions of reviews from which to extract their insights into viewer preferences. Netflix’s review system has consistently received praise for its accuracy in identifying viewer preferences based on the data collected. Using this data to determine which movies to distribute, the end result will be greater availability of movies that viewers want to see versus those that simply have the backing of a major studio.
For filmmakers, Netflix can provide a real opportunity for new talent or an outlet for the kinds of movies that have audiences outside of that typically targeted by major studios. Netflix is able to deliver the exposure and mass distribution that can mean the difference between obscurity and success. The process can be as simple as submitting a movie to the Netflix site for review. (www.netflix.com/submitfilm)
It looks like Netflix’s foray into movie distribution should provide a richer selection of entertainment. Moreover, it seems to signal that the evolution of Netflix is not over and that its influence in the entertainment industry will continue to grow.
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