Walt Disney Co. has introduced a new cloud-based service called Disney Movies Anywhere, which will allow consumers to buy and watch Disney, Marvel, and Pixar films online and store them, according to Reuters.

Disney becomes the latest Hollywood studio to try increasing digital sales after consumers continue to move away from purchasing DVDs.

"Disney Movies Anywhere is an adaptable digital ecosystem designed to help consumers consolidate their Disney movie collections and enjoy them for years to come," said Jamie Voris, chief technology officer for Walt Disney Studios, according to USA Today.

The company also said in a statement it launched the new service this week to coincide with the digital release of Disney's hit animated movie "Frozen."

Consumers will now be able to purchase digital movies from a library of over 400 movies through Disney Movies Anywhere website and app and the Apple store.

For a limited time, people who connect their Disney Movies Anywhere account with their iTunes account, or by simply signing up for an account in general, will receive a free digital copy of the Oscar-winning Pixar movie The Incredibles.

"The beauty of this technology is that it enables us to work with iTunes and future provider partners to ensure movie lovers have streamlined access to all of their favorite Disney titles no matter what device they are on," said Jamie Voris, Disney Studios' chief technology officer, according to Reuters.

By using the service, purchased movies can be watched on a desktop or laptop computer, or on a number of Apple's devices like its iPhone, iPad and iPod Touch, Disney confirmed.

Consumers can also watch films through the Apple TV box.

Disney is reportedly talking to other companies about offering the service outside iTunes.

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