Netflix's decision to kill off an unpopular idea — a separately branded DVD service — was unpopular with investors.

After rising as much as 10%, Netflix's stock ended the day down about 5% as the company's shares continue to slump. The decline comes after Netflix's stock lost half its value in September and has fallen almost two-thirds since its high of $298.73 in mid-July.

The charts below show Netflix's stock's performance over the past five days and the last six months.

Image courtesy of Flickr, _tar_0_

BONUS: Chronicling Netflix's Downturn, July to October 2011