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In 1997, Reed Hastings saw a way to combine Americans' love of movies with their love of not getting off the sofa even to go to the video store. Netflix launched its Internet-based subscription service in 1999 and signed up 239,000 movie lovers in the first year. Today it has nearly four million subscribers.
Reed Hastings, The founder of Netflix talks on developing a passion brand, and sustaining it as passions change.