Netflix has helped kill off the traditional video shop, but now it's created a virtual one of its own.
Netflix Zone is an interactive 3D representation of a video shop that you peruse in virtual reality. You can wander around, take a film off the shelves, even knock over a display.
Sadly there are no overpriced sweet treats to add to your evening's viewing.
Plump for a film, throw it at the screen that whirrs down out of the ceiling, and you can start watching right there in the shop.
Everything on offer – even whole series like 'Orange is the New Black' – appears as a single VHS.
Netflix Zone was created as part of Netflix's hack day, which is the firm's twice-yearly showcase of potential new features knocked up by its developers for fun. So sadly it probably won't roll out to us viewers any time soon. Nevertheless, it shows a great way of using VR to enhance the viewing experience. If only Netflix was getting behind the technology.
Other hack day projects include a drag and drop homepage interface that lets you pin categories to the top, a family catch-up feature that shows how much of a series other profiles in your account have watched, and a QuietCast option that turns your smartphone into a wireless headphone adapter while streaming the video to the Google Chromecast plugged into your TV.