A month after Hollywood studio executives said that Netflix had declined to post "Buy" buttons on its site, the video-rental service has done just that.
Obscurely posted on the Netflix page advertising the Robert De Niro film "Little Fockers" is a hyperlink that reads "Buy now." Clicking it takes you to Littlefockers.net, the official Web site for the film. The blog Hackingnetflix.com first reported on the button.
Netflix has always declined offers from the studios to sell movies from its subscription video-rental site, sources in the film industry told CNET. CEO Reed Hastings and his Netflix underlings just don't want to do transactions, the sources said. Some Hollywood studios have offered Netflix considerations on the money it pays for streaming rights, but managers there still said "no."
By refusing to sell, Netflix has shown it's commitment to its rental business model.
But if Netflix won't sell movies, it appears it is less reluctant to tuck a small "buy" button to its pages and let someone else do the selling.