Launched in 2014, Dendy Direct has tried to deliver a curated selection of content on a pay-as-you-go basis rather than the massive catalogues and subscription pricing associated with Netflix and similar services.
One of its innovations was the "express from cinema" arrangement in conjunction with Foxtel. This allowed certain movies to become available via Dendy Direct within a week of their local Dendy Cinemas premiere.
But, according to Dendy Cinemas head of marketing Scott Mota, "there have been several disruptors to the Australian VOD landscape which has changed consumers attitudes and viewing behaviours. The pressures of keeping up with rapidly changing technology have become too challenging for a local independent business. Dendy has decided to focus on its core business of delivering quality cinema experiences to the Australian consumer".
So if you have any remaining credit, now is the time to use it. Current new release titles include Jumanji, The Last Jedi, and Murder on the Orient Express. Or perhaps you'll hold out for The Shape of Water or I, Tonya.
Mota didn't mention what happens to TV episodes that people have paid to "own", but we suspect the DRM will at best limit playback to already-authorised devices after 14 May.
Update: Dendy has now announced that "Customers will still be able to view any current or new purchases made prior to 14 May 2018. After that date, the Dendy Direct website, iOS app and Android app will be terminated and will no longer be operational.
"Customers who have unused credit applied via Visa, Mastercard or Amex, will be refunded in due course."