At the Top of the DVD Sales Chart

At the Top of the DVD Sales Chart: Granted, sales of the little silver disks aren’t what they used to be; even so

Brave stayed atop the DVD sales chart for the second week in a row, outselling newcomer Expendables 2.

Pixar’s animated fantasy film was the top-selling DVD and Blu-ray disc in the U.S., according to Rentrak Corp., while aging action stars sequel Expendables 2 premiered at No. 2. …

Animated DVDs continue to hold up better than their live-action counterparts. But let’s not kid ourselves, discounting helps.

… Nielsen data shows the biggest beneficiaries of the shopping frenzy were recent hit theatricals that had been marked down to below $10. Consumers may have been lured in by the cheap catalog fare – Walmart had more than 100 DVDs at $1.96 and 60 Blu-ray Discs at $3.96, while Target was selling Semi-Pro and American Pie for a buck apiece – and they certainly bought plenty of it.

But they also opened up their pocketbooks to pick up deep-discounted summer theatrical hits like Dr. Seuss’ The Lorax. … Walt Disney Studios’ Brave remained the overall best seller for the second consecutive week on both the First Alert chart, which tracks total discs sales, and Nielsen’s dedicated Blu-ray Disc chart. It, too, was available in combo pack form for $8.96 at Walmart and $10 at Target. …

Animated features, as much as we would like to believe otherwise, aren’t totally immune from declining disk sales. Lower prices provide a helpful nudge in an upward direction.

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