Target is backing out of the video-on-demand market.
The Minneapolis-based retailer said Tuesday it is shutting down Target Ticket, its less-than-two-year-old foray into digital entertainment that failed to gain much traction amid such formidable competitors as Netflix and Amazon Prime. Its retail rival Wal-Mart also has a video-on-demand service, called Vudu.
Target said the service will shut down March 7.
"Target has made the decision to end the services offered on Target Ticket and will be focusing efforts on other entertainment offerings," the company said in a statement.
After March 7, any digital movies or TV shows previously purchased on Target Ticket can be transferred to another service called CinemaNow at no charge, the company said. Rented titles will not be transferred.
Target launched Target Ticket around October 2013 with more than 30,000 movie and TV titles that were offered on a pay-as-you-go basis. Target said at the time it thought it could differentiate from the field of other operators by offering parental controls, early access to some shows, and a 5 percent discount for its Redcard patrons.
Target Ticket was available through a variety of devices, including computers, smartphones, tablets and gaming consoles.
Kavita Kumar
