YouTube has cemented itself as the destination for user generated content over the past few years but it is still way behind its competitors in the digital movie field – where the advertising revenue really is. That may slowly start changing, though, as the company is reportedly in negotiations with Sony Pictures in an effort to bring full-length videos to the site.

If true, it would be the latest in a string of professional content deals YouTube has negotiated recently, including a deal to bring Disney short-form clips to the site and another one with MGM. The Google-owned site has had an adverse relationship with Hollywood but it is working to turn that around. A deal with Sony might prompt other movie studios to hop on board with more professional content, and YouTube’s gigantic audience certainly seems like an interesting opportunity to drive more advertising revenue.