Avatar DVD Release Sparks Supermarket Price War

Mon, 26 Apr 2010

 
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The release of sci-fi blockbuster Avatar on DVD and Blu-Ray has sparked a new price battle among Britain’s major supermarket chains.

The DVD went on sale this morning (April 26) in supermarket stores across the UK. Morrisons is offering the movie for just £5 to customers who spend £50 or more in-store.

Tesco, which opened 180 stores at midnight to cope with demand, is selling the DVD for £7 if bought with another chart movie, or £9.99 on its own.

Not to be outdone, Sainsburys is offering the film for £8.99 while Asda has put an £8 price tag on the sci-fi epic.

The Walmart-owned retailer has even given one of its stores in West Yorkshire a makeover to resemble Pandora – the mythical world which the film is set in - while staff have been painted blue and taught to speak the movie’s Na’vi alien language.

The outlet in Pudsey is also offering blue face-painting for kids and free blue food to try.

As well as being the highest-grossing movie in cinema history, Avatar is also set to become the biggest-selling DVD of all time, with up to 500,000 standard DVD and Blu-Ray copies expected to be sold today alone.

The movie’s stunning special effects are also expected to drive demand for high-definition (HD) Blu-Ray players .