Target pulls the plug on movie service

Target is continuing to re-define its digital offerings, this time by shutting down its two-year-old movie streaming service.

The Target Ticket service was shut down Tuesday, but customers will still be able to use the service to view already rented movies and TV shows until Target Ticket's closure on 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. "Effective March 7th, 2015, Target Ticket will no longer be accessible on your device applications, gaming consoles, tablets, smartphones or on the Web."

After March 7, customers can transfer their libraries, along with any unused store credit, to CinemaNow, a streaming service formerly owned by Best Buy, the company said.

Target Ticket launched in September 2013, with intentions of challenging streaming heavyweights such as Netflix, Amazon Instant Video and Hulu. The service offered 30,000 titles for rent or purchase, including new film releases, next-day TV shows, and exclusive Target content like behind-the-scenes extras.

Other players in the market have also failed. Redbox Instant, the streaming-video service developed in partnership with Verizon, shut down last October after failing to gain traction with consumers during its two years in operation.

TargetCEO Brian Cornell has been making an effort to refocus Target on traditional core offerings like housewares and baby products.