In addition to providing a “storefront” for renting movies, NetFlix offered individualized movie recommendations as part of its Personal Movie Finder Service. NetFlix asked its subscribers to evaluate the movies they rented using a simple point-and-click scoring system. Using this information, NetFlix constructed a preference profile for each subscriber. These profiles were used to supply a predicted rating for every movie on the NetFlix web site that was unique to each NetFlix subscriber. As more subscribers were added to the database and as existing subscribers rated more movies, NetFlix expected the quality of its movie recommendations to improve.