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By-post DVD rental service Lovefilm will close by the end of October this year.

The firm's owner Amazon announced it will cease to operate on 31st October. It cited a "decreasing demand" for the service, and the growth of streaming as reasons for the closure.

Lovefilm launched in 2002. For a monthly subscription fee, customers could receive a DVD or Blu-ray disc of their choice by post. Once they'd watched them, they would send them back by free post.

In 2010, the service offered some films and TV series to stream. It was acquired by Amazon in 2011.

Amazon said it would donate the thousands of discs to charity.

"We have very much enjoyed delivering the Lovefilm By Post service to our customers," Amazon said in a statement. "However, over the last few years we've seen a decreasing demand for DVD and Blu-ray rental as customers increasingly move to streaming.

"We are committed to finding alternative roles for all Lovefilm employees within Amazon."

The service's closure is the end of an era. The service was once seen as innovative, and had its business model aped by Blockbuster Video.

Source: BBC

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