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Walmart’s ‘Low Price’ Sets Off DVD Discount Tug-O-War

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Studios like Warner Bros. and 20th Century Fox, which have been waging a futile effort against Redbox in their hopes to stave off declining profits from sales of DVDs, now have Walmart to thank for setting off a DVD price war. The retail giant may have shelved its old slogan, “Always Low Prices” in 2007, but that hasn’t changed its approach to business. Walmart announced plans last Thursday to sell upcoming new releases  including Terminator Salvation, Angels & Demons and Julie & Julia for only $10 when ordered online.

Target responded by pricing their online DVD selection at $10 and upped the ante, adding two more movies, Harry Potter and the Half-Blood Prince and Star Trek to the list. By the time Amazon joined the fray, also reducing their DVD prices to $10 and Walmart retalliated by dropping the price to $9.98, it had already become a play-by-play re-enactment of a recent book pricing war between all the same players. It’s the kind of tug-o-war Walmart excels at.

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