The eagerly anticipated and much coveted New Xbox Experience finally went live this week, and Microsoft enjoyed a successful launch. The most exciting feature of the gaming console – except for the games themselves, of course – was that Microsoft had announced that Xbox 360 users will now be able to watch movies from Netflix.

Basically, the streaming service available on the Xbox 360 was able to directly stream movies from Netflix, a great add-on for the growing demand of on-the-spot services. Downloading may even become a thing of the past is live streaming increases in quality and loading speed.

However, this service will not be available anymore on the Xbox 360, despite its massive advertising campaign based mostly on this new feature. It seems that Sony, the producer of one of Xbox’s biggest competitor – the PlayStation – won’t allow Netflix to stream movies produced by Sony on the Xbox 360.

Many users realized that several titles disappeared from the Xbox’s dashboards. Some of them started watching a movie and didn’t finish it, and when trying to watch the last bits, they noticed that the movies were not available anymore.

Although a hindrance in Xbox’s new feature and theoretically a good marketing strategy, Sony’s move is quite “below the belt”.

The movies, however, are still available for watching on your PC and devices such as Roku Netflix. Many wonder whether other companies will make similar moves, prompting movies to be available either on a PC or a Mac, but not on both. The fact that Netflix gave in to Sony’s pressures has upset many of Netflix’s loyal customers.