The front lines of the retail holiday price war have moved beyond toys and books into the DVD market. 

The Target Corp. said it will cut prices for 10 highly anticipated DVDs to $10, matching Wal-Mart’s prices.

Wal-Mart, however, countered by cutting two cents off the DVD prices to $9.98.

The DVD price war comes after Target and Wal-Mart cut prices on hundreds of toys and major book releases from the likes of John Grisham and Stephen King.

Analysts speculate that businesses scrambling for pennies to climb out of the recession are willing to lose money on a relatively small slate of products–if it means bringing in customers who will make other purchases.