Amazon has announced that it is closing down Lovefilm, the service that lets you rent physical DVDs and Blu-rays in the U.K., later this year. To soften the blow, the retail giant is offering existing Lovefilm subscribers a £15 (approx. $19) discount on the Fire TV Stick with Alexa Voice Remote.

Launched in 2003, Lovefilm gives movie lovers the ability to rent DVDs and Blu-rays that are delivered directly to their door. Back then, streaming services just weren't an option, so this was a great way to enjoy the latest movies for a monthly subscription fee. The service was so good that it was acquired by Amazon in 2011.

Lovefilm's streaming service became integrated into Amazon Instant Video in 2014, but until now, its DVD rental service has lived on under the Lovefilm name. That's going to change in October when the service is shutdown. Amazon confirmed the news in an email to Lovefilm subscribers, and explained the decision was due to falling demand for the service.

"We have very much enjoyed delivering the Lovefilm by Post service to you," it reads. "However, over the last few years we've seen a decreasing demand for DVD and Blu-ray rental as customers increasingly move to streaming. Due to this, we will be closing the Lovefilm by Post service on 31 October 2017."

It's sad news for those with spotty broadband connections who chose Lovefilm because they cannot stream content to their TVs. But for those who can, Amazon is encouraging them to switch to streaming by reducing its Fire TV Stick with Alexa Voice Remote to £35 (approx. $45), down from £50. Subscribers will receive a promo code by email that allows them to take advantage of the offer.