While searching for a copy of an older movie I found myself at a loss at my local video store. This was one time where having only the latest movies was not to my advantage. What next? I finally took the Netflix online option and was able to download and watch the movie on my laptop for a low monthly cost.
As I consider my search for the movie I find that having the internet option was convenient, but would not be my sole source of movie obtainment. I see Netflix and rental/retail stores as Red Queens (Thournburg.2008) trying to keep pace in meeting the movie watching demands of the consumer. There is fierce competition and another video rental option Red Box is trying keep up, but Netflix and independent rental/retail stores still have the advantage of getting the newer titles sooner.
Now, Netflix would like to be an increasing return (Laureate Education. 2011) in driving the local video stores into extinction and there are clear advantages to Netflix as I discovered. However, there is still something to the satisfaction of going to the local store and renting or buying the video and taking it home for instant viewing.
Only time will tell, but Netflix could become and increasing return if the video rental/retail store fails to keep pace with accessibility of movies and limits their inventory. DVDs still will be purchased or rented for now as the consumer likes to have a product or “hard copy” they can enjoy and physically own or rent. Netflix with their on demand instant movie online approach has a large market, but I still see some movie watchers staying true to the physical ownership or rental of a tangible product.
Resources:
Laureate Education, Inc. (Executive Producer). (2011). Increasing Returns. Baltimore, MD: Author
Thornburg, D. (2008c). Red Queens, butterflies, and strange attractors: Imperfect lenses into emergent technologies. Lake Barrington, IL: Thornburg Center for Space Exploration.
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