Sony does this too somewhat.. I have most the free games from PSN since PS4 launch... How is that much different?
The underlying qustion is can the movie industry model work for the games industry?
The major difference is there are a lot of people that like to get out and see new movies. Personally, I think it is about getting out, and having something to do more so than seeing any particular movie.
I do know, the TV services such as Netflix, HBO and Disney are putting out a lot of money for original programming in which some of it is not only pretty good, but actually competes with box office hits.
I see Sony doing better in this department as a console only service, that is probably too limited to work.
I See MS maybe being the better service over all, as it will apply to all platforms. It will not work for people who play on a single platform.