There used to be a few certainties in life: Sunshine in Arizona, Duke playing in March Madness, and every movie you could possibly think of available with just a few clicks on Amazon.
Alas, times are changing.
At least when it comes to Amazon and their movies selection.
A quick review today shows that many hit films and franchises are no longer available for rent.
Instead, you get this notice:
“This title is current unavailable.
Our agreements with the contact provider don’t allow purchases of this title at this time.”
So what does that mean?
Let’s say you have eight hours to burn, and decide to have a Lord of the Rings marathon this weekend.
You go to rent it on Amazon instant video, but you get this notice:
Oops, sorry.
“This title is current unavailable.”
So why not a Harry Potter marathon instead?
Nope. Try again.
“This title is current unavailable.”
Want action, like a James Bond 007 movie?
Not available for rent.
You can “purchase only” if you have the cash.
How about a political movie?
Let’s try Wag the Dog.
Forget it.
That still relevant political picture “is current unavailable.”
So, what about the kids?
Let’s try the old classic Wizard of Oz.
Find the Golden Brick Road elsewhere.
“This title is current unavailable.”
Same goes for the fantastically weird original Willie Wonka and the Chocolate Factory.
No oompa loompas here.
“This title is current unavailable.”
How about a Disney classic like Mary Poppins?
Can’t rent, but you can buy.
Purchase only, if you feel like plunking down $17.
Feeling like a superhero movie?
What about Batman Begins?
This is getting silly.
“This title is current unavailable.”
Certainly Superman is always available for rent?
No?
“This title is current unavailable.”
Superman, really?
What about a good “B” movie like Clash of the Titans?
Oh, boy.
“This title is current unavailable.”
When Clash of the Titans isn’t even available you know there’s a problem.
As Netflix subscribers have learned all too well in recent years, streaming services don’t offer access to a set list of titles.
Instead, they let subscribers pick from a rotating library, meaning you can never be entirely sure that your favorite film won’t disappear.
But Amazon used to be fairly consistent with the availability of most major digital rentals.
It was like a true video library.
Not so anymore.
So, what’s the issue?
Amazon really doesn’t want to comment on it, but the reality is more companies want in on the streaming game.
They have ownership of their shows and movies, and it’s profitable.
And as they open up their own streaming options, the choices on Amazon, along with Hulu and Netflix, suffer.
Here are some of the new streaming options you’ll have this year, and how they plan to break into an already crowded market.
Disney+
The strategy: Disney owns your childhood (and probably your present and future), so it’s betting you’ll pay up for your favorite shows and movies.
Cost: Supposedly lower than Netflix’s $8-$14-per-month fee.
With so many brands under the Disney umbrella, it’d probably be easier to name the franchises that don’t belong to the House of Mouse.
From powerhouses like Star Wars and Marvel to animated classics like “The Lion King,” Disney has a massive stable of beloved shows and movies to attract subscribers to its new Disney+ streaming platform.
Apple
The strategy: Plenty of “free” shows.
Cost: Free if you own an Apple device.
Apple’s upcoming service will offer both original content and special access to existing services like HBO.
What’s key, however, is its plan to make its original content completely free to all Apple device users.
Apple currently offers shows like “Carpool Karaoke” behind a paywall, but the upcoming TV app will come pre-installed and free of fees.
But since its content is free, Apple has to be extra careful with what it produces – which is why it’s reportedly focusing on PG-rated shows. No “Game of Thrones” gore here.
Apple planned to spend $1 billion on original content in 2018. It’s already getting attention for some of the big names it has attracted, and the first shows could drop as early as March.
Facebook Watch
The strategy: Facebook already knows everything about you. Now it’s using that info to personalize your viewing experience.
Cost: Free; videos are monetized using ads.
Facebook has been dealing with mounting privacy headaches in recent years, but its Facebook Watch platform wants to use the information it already has on you to entice you to stay tuned.
Video recommendations are personalized based on what you and your friends are already watching.
Facebook is partnering with MTV and Bunim-Murray Productions to re-invent “The Real World.”
DC Universe
The strategy: It’s a bird! It’s a plane! It’s TV shows, movies, comics, an encyclopedia, a shop, forums and basically all the content a comics fan could want.
Cost: $7.99/month or $74.99/year.
DC Universe, which launched in September, is primarily for comics and superhero fans.
In addition to TV shows and movies, it features a digital archive of comics that you can read online (basically DC’s version of Marvel Unlimited).
There’s a community forum for fans to chat, an online shop where you can buy collectibles and even an encyclopedia of DC superheroes.
BOTTOM LINE:
As these streaming services go online, the choice of video rentals on Amazon will decline.
Expect to be seeing “This title is current unavailable” a lot more in coming months.