WalMart-owned ASDA, the UK’s 3rd largest supermarket chain, was set to anger the DVD industry by selling the DVD of the latest Bond blockbuster – Casino Royale – for £7 (€10.50). The special price was for 7 days from release on Monday 19t March.

As one of last year's top ten UK box office hits, the recommended retail price for the Casino Royale DVD is £22.99. Not to be left in the cold, competitor Sainsbury’s was selling the title for £8.99 during the same week. A new release sold as a loss leader – a practice authorised in the UK – the DVD industry is concerned that ASDA's strategy will create a precedent.

ASDA is said to have ordered hundreds of thousands of copies of the DVD to cope with customer. To celebrate the launch, the supermarket was also giving away a free copy to the first suitably-attired Daniel Craig look-alike to turn up at each of its stores.

The supermarket was also selling ten movies from the James Bond DVD back catalogue, including Bond classics Diamonds are Forever and The Spy Who Loved Me, at £7 each during the same week.

This is the first time the supermarket has secured PlayStation consoles at launch. ASDA has also become the first supermarket to give customers the chance to place a pre-order to the PS3 goes on sale at the end of the week.

Story filed 25.03.07