Movie Matches: Similar to Amazon.com’s Customers Who Bought, Reel.com’s Movie Matches (www.reel.com) provides recommendations on the information page for each movie. These recommendations consist of “close matches” and/or “creative matches.” Each set contains up to a dozen hyperlinks to the information pages for each of these “matched” films. The hyperlinks are annotated with one-sentence descriptions of how the new movie is similar to the original movie in question (e.g. “Darker thriller raises similarly disturbing questions… ”). Figure 3 shows a sample screen from Movie Matches.