LEEDS, England --
Wal-Mart-owned Asda began offering a DVD player for less than the cost of most new-release DVDs. The price of the private-label Durabrand DVD player, previously on sale at about $35 (U.S.), has dropped to about $17.70. More than 80,000 of "Britain's lowest-priced DVD players" hit shelves at all of Asda's 316 stores and seven Asda Living stores throughout the U.K. and Northern Ireland yesterday. The supermarket anticipates the players sell out within two days. This move is the latest in a series of price promotions from Asda. "And we can promise [customers] much more to come in the months ahead," Peter Pritchard, Asda‘s general merchandise trading director, said. A Durabrand Progressive Scan DVD Player was priced at $27.96 on Walmart.com, but was out of stock.