via Reuters.com: "Information on Wal-Mart's movie rental web site on Wednesday showed that the discounter now charges $17.36 per month for customers to rent as many DVDs as they want, but with a maximum of three titles out at any one time.
Previously Wal-Mart's standard subscription plan cost $18.76 and with its price reduction, the discounter has moved ahead to undercut both Netflix and Blockbuster, who recently announced their own tit-for-tat price cuts.
Blockbuster cut its fee to $17.49 from $19.99 on Oct. 15, egged on by Netflix which said the day earlier it intended to cut its price to $17.99 from $21.99.
Wal-Mart.com spokeswoman Amy Colella said the discounter's price cut is effective from Tuesday. She also sought to play down any suggestion that the cut had been prompted by Netflix and Blockbuster's cuts.
'We're always reviewing the landscape, and based on that we want to maintain a focus on providing customers everyday low-prices and we would continue to evaluate opportunities for the DVD rentals business and make decisions accordingly,' she told Reuters. "
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