Here is an article that shows how the XBox 360 is integrating on more demand content through its online platform. They are partnering with NetFlix to offer a full library of on demand movies available for streaming through the 360. Uh, can anyone say impulse movie viewing?? Forget hopping in the car and driving to your local blockbuster to rent from the narrow selection. Just hop on the 360 and choose from a ton of titles through NetFlix. You just save some precious $4 a gallon gasoline.
How does this evolve?? Eventually once the audience gets large enough you will have a choice to either pay for a commercial free viewing or you will get a free viewing that is supported by advertising (see HULU). Then when that gets old the entire film will be interactive and chock full of "supplementary content" that advertises stuff.
Check out the article HERE