Consumers may have to wait longer to rent new films, according to a plan under consideration by some of the biggest Hollywood movie studios, reports Bloomberg.

The studios are considering increasing the wait for rentals to 60 days — up from the current 28 days — from the time the DVDs go on sale, the story notes.

The reason behind the idea is to help increase DVD sales and purchases for online viewing, the article notes. At least one Wall Street analyst said such a longer wait is a good idea.

“A 28-day window is simply not long enough to shift consumers fast enough to higher-margin” VOD rentals and purchases," wrote BTIG LLC analyst Rich Greenfield in a research note, according to the piece.