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.

Kurt Peters

Executive Editor

 

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.

 

Comments

Sign In to Make a Comment

Comments are moderated by Internet Retailer and can be removed.

Not a member? Signup for free today!

Advertisement

Advertisement

Advertisement

Relevant Commentary

FPO

Jason Squardo / Mobile Commerce

Five tips for achieving high mobile search rankings

Searches on mobile devices will soon exceed those on computers, Google says. Retailers that keep ...

FPO

Sergio Pereira / B2B E-Commerce

Quill turns to its B2B customers for new ideas

Coming in April is a new section of Quill.com that will let customers and Quill ...

Advertisement