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Life With <I>Lord</I> at Retail

16 Aug, 2002 By: Jessica Wolf

As The Lord of the Rings: The Fellowship of the Ring DVD prices started creeping upward at some Southern California retailers visited last week, stock of the title also began to shift -- and sometimes shrink -- to make room for the week's new releases.

A nifty new gray merchandiser that debuted with The Fellowship of the Ring at one Best Buy location looks like it's there to stay, but only half the display was devoted to Fellowship of the Ring product. Though Best Buy had already inched the DVD price up from $15.99 to $19.99 last week, shelftalkers on the merchandiser and wherever Ring DVDs were stocked touted a special deal: Buy Fellowship of the Ring along with another sci-fi DVD priced at $9.99 or more and get a $5 gift card.

Wal-Mart was holding on to its below-$16 pricing for the title last week and at Borders, Ring remained priced at $22.99.

The Borders location was still devoting plenty of space to the Ring DVD, heavily stocked in high-traffic areas throughout the store. This particular location also still had Harry Potter promotional materials hanging on windows and off shelves in the DVD section. And the store could very well hold the record for longest-lasting merchandiser display: The huge mixed-format Potter display that appeared the week of the boy magician's arrival is still conjuring up discs and tapes just inside the front doors.

At nearby Costco, the Ring VHS and DVD display was less than a quarter of the size of the debut week, but still on an endcap.

Costco inched the price up on the title by just 50 cents, from $19.49 the first week to $19.99 last week.

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