Netflix has added a buy button to the lower right corner of ‘Little Fockers’ movie page. Discovered by Hackingnetflix.com, the “Buy now” link doesn’t send the user to a Netflix purchasing page. Instead, it sends you to the official Little Fockers website where you can buy the film from the Apple iTunes Store, Amazon, Best Buy, Target, or Walmart. You can also download it digitally. The site boasts that you can get it there “28 days before Netflix or Redbox.”
Netflix so far has stuck to its all-rental business model, and it’s not clear if the “buy now” button on Little Fockers is a one off or the start of a bigger trend.
The studios have reportedly offered Netflix better deals for streaming licenses if Netflix would be willing to give subscribers options to purchase films, but Netflix has declined, seemingly unwilling–or too committed to its business model–to enter the world of item-by-item transactions.