FILE - In this Nov. 22, 2010 photo, a movie selected from among Netflix's "Watch Instantly" titles begins to download on a home computer screen in New York. Millions of Netflix subscribers will be wrestling with a new dilemma during the next month as they decide how to respond to price changes that will hit the video service's existing customers beginning Thursday, Sept. 1, 2011. (AP Photo/James H. Collins, File)