Walt Disney Co. is offering 400 movie titles through a new cloud-based streaming service, Disney Movies Anywhere, the company announced Tuesday.

The service will allow viewers to buy live action and animated feature films from Disney, Pixar, and Marvel from iTunes for streaming on their desktop and laptop computers, and through an app on Apple mobile devices.

The service is built on KeyChest, a proprietary digital rights management system developed by the Burbank media and entertainment company. The other major studios offer a similar service called UltraViolet, and there had been speculation Disney would join up.

"This unique technology underscores Disney’s commitment to meeting our consumers where they are with the content they want," Walt Disney Studios President Alan Bergman said in a prepared statement.

The service, which started Tuesday, is being kicked off with the digital release of the blockbuster “Frozen” three weeks before it is available on disc.

Similar to UltraViolet, customers who buy future Disney movies on disc will be able to view it on the Disney Movies Anywhere service through a code.

While Disney is only offering the service through iTunes and Apple mobile devices to start, the company indicated it can be offered by other content providers and to other devices, which would indicate it will eventually be available on Android platforms.

Shares in Disney closed down 52 cents, or a fraction of a percent, to $80.21 on the New York Stock Exchange.