Wal-Mart has spurred an online DVD price war by dropping prices on 10 must-have movies to just $10, which analysts agree is below wholesale cost. “We remain committed to offering our customers the lowest prices online at Walmart.com, and will continue to adjust our pricing accordingly,” a company spokesman tells the Wall Street Journal. Says a Target rep: “We are planning to match.” Amazon had no comment, but its prices speak volumes. (More Walmart stories.)