Chinese online video company Youku.com said Thursday it had begun streaming the Hollywood thriller Inception online as part of a deal with Warner Bros.
In a country where piracy is rampant, Youku said the deal allows Internet users to legally watch the blockbuster, one of 2010's highest grossing films, for five yuan ($0.75) on Youku Premium, an on-demand paid video service.
The premium service offers other Hollywood films along with educational programs while licensed television programs such as Desperate Housewives are available through the regular site for free, but feature advertising.
"Through building long-term partnerships with copyright holders and communicating with our media partners, Youku Premium is creating a whole new way for people to find and watch the content they want, when they want it," Youku founder and chief executive Victor Koo said in a statement.
Company officials declined to provide details of the deal with Warner Bros when con-tacted.
Youku -- whose name means excellent and cool -- and its Chinese rivals differ from online video in the US, such as YouTube, because 70 percent of their content is professionally produced movies, music and television series.
Youku and rival Tudou have been licensing content for years to differentiate themselves from similar sites that infringe copyright.
Youku made its US stock market debut last month, soaring 161 percent on its first day of trading -- the strongest New York Stock Exchange debut in more than five years.
In a country where piracy is rampant, Youku said the deal allows Internet users to legally watch the blockbuster, one of 2010's highest grossing films, for five yuan ($0.75) on Youku Premium, an on-demand paid video service.
The premium service offers other Hollywood films along with educational programs while licensed television programs such as Desperate Housewives are available through the regular site for free, but feature advertising.
"Through building long-term partnerships with copyright holders and communicating with our media partners, Youku Premium is creating a whole new way for people to find and watch the content they want, when they want it," Youku founder and chief executive Victor Koo said in a statement.
Company officials declined to provide details of the deal with Warner Bros when con-tacted.
Youku -- whose name means excellent and cool -- and its Chinese rivals differ from online video in the US, such as YouTube, because 70 percent of their content is professionally produced movies, music and television series.
Youku and rival Tudou have been licensing content for years to differentiate themselves from similar sites that infringe copyright.
Youku made its US stock market debut last month, soaring 161 percent on its first day of trading -- the strongest New York Stock Exchange debut in more than five years.
