August 31, 2006, 12:00 AM

Netflix raises the curtain on a new feature

Netflix has launched Previews, a personalized section on its e-commerce site that enables subscribers to watch movie trailers. The launch reflects the escalating priority of both site personalization and online video among e-retailers.

 

Capitalizing on the steadily increasing adoption of Internet broadband access in the home, Netflix Inc. has launched Previews, a personalized section on its e-commerce site that enables subscribers to watch movie trailers. The launch by the DVD rental giant, No. 21 in the Internet Retailer Top 500 Guide to Retail Web Sites, reflects the escalating priority of both site personalization and online video among e-retailers.

The new section consolidates all movie trailers in one area, one click away from the site’s home page. Netflix’s proprietary recommendation software chooses the trailers and the order in which they are shown based on individual members’ movie rental and movie rating histories. The previews run sequentially and without interruption. Icons for previous, pause and next enable members to jump to the next trailer or watch one again.

“The Previews section is like every viewer in a movie theater seeing a different series of trailers based on their personal tastes,” says chief product officer Neil Hunt.

Netflix members can add movies to their rental queues directly from the Previews page and can watch trailers as often as they wish as part of their Netflix subscription. Currently 1,000 trailers are available; the company expects to increase that number to as many as 10,000 by year’s end.

 

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