Obviously something went wrong in the calculation made by Auchan's sales people: why would somebody pay EUR 17 for a DVD?
No wonder a lot of people prefer to download movies illegally. EUR 17 for a movie which was released half a year ago is outrageous.
This is exactly the same price for 2 tickets at Utopolis, where one can have a much better viewing experince.
Not to mention the much cheaper alternative of renting the DVD in the same Auchan complex for only EUR 5 per 48 hours.