"@Loias: Yes, if you only buy the DVD from them then they will lose money, but if you buy the movie they are hoping that all of the other things you may buy while your in the store (toilet paper, deodorant, popcorn, candy, pop) will make up the difference.
The only thing newsworthy about the story is that Star Trek DVD is going to be ridiculously cheap, stores do it all the time."
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