Netflix is turning to star-studded promotions and teaming with A-list actors on movie projects to distinguish itself from rivals, such as Blockbuster Online and Amazon's Unbox. Netflix execs say they
are taking a page from HBO and Starbucks, which trumped competitors with original products and a better consumer experience.
In 2006, Netflix formed a content acquisition firm called
Red Envelope Entertainment that expects to own rights to nearly 200 movies by year-end. Netflix's success promoting obscure films to a wide Internet audience using its movie recommendation system is
drawing attention from Hollywood stars.
Tim Robbins, Clint Eastwood, Maggie Gyllenhaal and Patricia Heaton have teamed with Netflix on projects, and cable channel Showtime chose the
company to exclusively carry previews of its new series "Californication." Other actors have jumped aboard the company's promotional bandwagon: Dennis Quaid, Kevin Bacon and Bruce Willis headline a
series of free concerts this summer.
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