Amazon Studios announced today it will "begin to produce and acquire original movies for theatrical release and early window distribution on Amazon Prime Instant Video."

The subscription streaming service has successfully created original content to attract more subscribers, grow revenue and set itself apart from premium cable channels like HBO and Showtime, although it has not seen the same success as rival Netflix with its immensely popular original content series "House of Cards" and "Orange Is the New Black."

Amazon plans to finance its films or obtain rights to movies that will be in its lineup for stay-at-home film enthusiasts. Amazon's Original Movies will debut in theaters and then be available to U.S. Prime Instant Video subscribers four to eight weeks later.

"We look forward to expanding our production efforts into feature films. Our goal is to create close to twelve movies a year with production starting later this year," said Roy Price, vice president of Amazon Studios. "We hope this program will also benefit filmmakers, who too often struggle to mount fresh and daring stories that deserve an audience."

Subscribers may contribute to the decision process over which movies make the cut since Amazon already solicits feedback on its TV pilots.

Netflix is looking into film too but not for release in theaters. Its reasons may be more fueled by its recent loss of content. In 2013, Viacom yanked its content after securing a better deal with Amazon and Hulu Plus. Currently, Netflix is set to lose a few children's TV series from a Discovery and Hasbro joint venture network on Feb. 2, including most of the "My Little Pony" and "Transformers: Rescue Bots" shows.

The two sides could not reach an agreement on a new rights deal.

Netflix is trying its hand in films by working with Yuen Woo-ping on a sequel to "Crouching Tiger Hidden Dragon."