I think they RARELY promote their prices on new dvds before the day of their release. I've almost never seen them print a price ahead of time, and the "pre-order" price on the website rarely matches the in-store price that Tuesday. Why? Because they don't want people to know their price (or their competition to know their price). They plain and simply want to get people into the store. By using the "low price" nonsense, they can gain customer interest while also not committing to a price, which may or may not be better than their competition's.