Basically, because the DVD market in US is extremely mature and saturated, the competition is extremely fierce. Many B&M stores (有實體店面的store) and E-tailers have lowest price guarantee. The normal price for DVDs are often 40% off the MSRP during the first week of release. Therefore, many DVDs with MSRP of US 29.95, were routinely on sale for US 17.99. However, big titles usually will have a larger discount. This was the reason that E.T., Harry Potter, Lord of the Rings on sale price was lower than 40% of the MSRP (They were on sale for US 14.99, US 15.99 and US 15.99, respectively) at some B&M stores. Some stores will sell limited quantities of DVDs at even lower prices as loss leader, to attract customers into the store (Comp USA had Full Screen Harry Potter for US 9.99).