It hasn't taken supermarket retailers long to catch on. Rentals and sales of DVDs are extremely lucrative, as their low wholesale price allows for a quick return on investment. Many buyers are expressing excitement at being able to buy so deeply on DVD titles, saying they believe a bright future may exist after all for supermarkets weary of stringent VHS buying programs.
Well, let the buyer beware. The window for low DVD pricing may be a short one, as there are rumblings that studios