Amazon also says that the films
will require no downloading to watch and will be stored on a special page
for the customer at the Amazon.com website. This will do two things for
Amazon’s service. First since the films never reach the consumer’s hard drive
thanks to no need for download, issues with security for the movie publisher
are lessened. Second, the customer can begin watching their movie immediately
without having to wait for the download to complete like you do with Apple TV
rented movies from iTunes.
Amazon VP for digital media Bill Carr told The New York Times, “For
the first time, this (online rentals) is drop dead simple. Our goal is to
create an immersive experience where people can’t help but get caught up in how
exciting it is to simply watch a movie right from Amazon.com with a click of
Amazon says that it is working on a deal with Sony that would put a direct
link to the Amazon video store on the Sony Bravia Internet Video Link device
currently available. The link to the service could also be integrated directly
into future Bravia TVs.
Amazon also says that it is pursuing similar deals with many different
makers of internet-connected entertainment devices. Carr said, “We can
support both streaming and downloading. Our goal is to continue to establish
partnerships with all companies who have a connected device.”
If the service takes off it is a safe bet that stand alone set top boxes for
the Amazon service, similar to the Apple TV or the Netflix
Player, will be seen as well. The Amazon service launches today, but is
only open at the start to invited users.