DVD-by-mail and digital streaming service Netflix has announced a new pricing structure, and its customers are doing the metaphorical version of booing and throwing popcorn at the screen.

People who currently pay $10 for one DVD per month plus unlimited digital streaming will see rates jump to $16, while those who get two DVDs plus streaming will have a new rate of $20, up from $15. The price increases take effect September 1 for existing customers. New subscribers will pay the new prices immediately upon sign-up.

Those who are on the $8 streaming-only plan will not be affected, while subscribers who are on the no-streaming, DVD-only plan will actually see their bills go down. That's what Netflix is focusing on in its announcement of the changes, repeatedly saying it now has its “lowest prices ever.”

"By better reflecting the underlying costs and offering our lowest prices ever for unlimited DVDs, we hope to provide a great value to our current and future DVD-by-mail members," Chief Service and Operations Officer Andy Rendich said in a release.

If he hoped to placate Netflix subscribers, it doesn't look like he succeeded. Customers have posted more than 7,000 comments in reaction to the announcement and, like the villagers in the classic film 'Frankenstein,' many seem ready to storm the castle with torches and pitchforks.

[Deadline]