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Target Testing Digital Movie Service

5 Sep, 2013 By: Erik Gruenwedel

Target Corp. is beta testing a digital movie platform that would allow consumers to purchase new-release and catalog movies and select next-day TV shows — some reportedly with UltraViolet functionality.

Dubbed “Target Ticket Premium,” the platform at launch would feature 15,000 titles, with new releases priced at $14.99 and rentals priced from $3.99, depending on resolution.

Digital purchases would reportedly have UltraViolet functionality, according to TechCrunch.com. Mark Teitell, GM with Digital Entertainment Content Ecosystem, the consortium in charge of UltraViolet, referred inquiries to Target.

The national retailer joins a growing list of peers — Walmart, Best Buy and Amazon — selling digital access to movies and TV programs, including next-day access following network broadcasts.

The platform has been in beta since May, with select Target employees given related apps for iOS and Android devices. Digital purchases would be playable on most connected devices. Upon launch, Target REDcard loyalty members will eligible for discounts on digital purchases.

A Target representative confirmed the existence and testing of the digital video service without addressing the UltraViolet component.

"Target Ticket is the next evolution in our ongoing commitment to provide guests compelling and convenient entertainment offerings," spokesperson Kristy Welker wrote in an email. "The test is currently only available for Target team members and not accessible to guests at this time. We will share additional details on guest access to Target Ticket soon."


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