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 .
