Since 1, movie fans have had the luxury of selecting movies for viewing from the comfort of their home computer and then receiving them at their door through the mail. Online movie rental services allow users a huge selection and affordable prices as well as convenience. Perhaps the only drawback to these services has been the wait between returning movies and receiving the next ones in the queue. It appears that those movie fans who prefer more immediate gratification may soon see the method of movie delivery begin shifting in their favor. Netflix announced early in 2007 on their website that they were beginning to phase in electronic delivery of movies to their subscribers. Switching service over to internet delivery exclusively will take a number of years as the online movie rental service has over 85,000 titles to its credit and the readiness of many consumers and the film industry is still a step behind.
In its infancy, the new Netflix Watch Now feature allows viewing of movies on personal computers/laptops that have a high speed connection and a Microsoft Windows operating system. However, the company reports that the future goal is to make their 123movies official available on all internet connected screens for instance on cell phones, iPods and computers with Apple OS. The electronic delivery offered by Netflix offers some advantages over many download services as it is a real-time playback technology and allows viewers to begin viewing films as they are received versus waiting for the download to occur. Although meeting the demand for greater immediacy is a primary advantage to the Netflix Watch Now option, some convenience features will be welcomed by subscribers as well. After a 60 second browser applet installation, subscribers will even be able to pause and move forward within films using a simple position bar, giving viewers greater control.