Retailers Sell Flicks Online at Less Than Cost

Big-box giants drop price of 10 hottest DVD titles to $10
By Harry Kimball,  Newser Staff
Posted Nov 6, 2009 10:42 AM CST
Customers shop for movies at a Wal-Mart Supercenter.   (AP Photo)

(Newser) – Wal-Mart has spurred an online DVD price war by dropping prices on 10 must-have movies to just $10, which analysts agree is below wholesale cost. “We remain committed to offering our customers the lowest prices online at, and will continue to adjust our pricing accordingly,” a company spokesman tells the Wall Street Journal. Says a Target rep: “We are planning to match.” Amazon had no comment, but its prices speak volumes.