Wal-Mart says it wants to play nice with others. According to the New York Post, Wal-Mart warned Hollywood movie studios that it would fight against distribution of movies on iTunes, worried that Wal-Mart DVD sales would decline as a result. Earlier this year, an insider suggested that many of the "big box" stores, including Wal-Mart, had expressed deep concern when Disney started selling TV shows on iTunes.

Wal-Mart, however, says otherwise. They submitted a recent report saying that they were not trying to stop movie studios from using other forms of distribution, such as Apple iTunes. According to an insider who wished not to be identified, Wal-Mart has discovered that the demographics differ on consumers who download movies--typically single young males--versus buyers of DVDs, and as a result now see no threat to their in-store DVD sales.

Downloads of movies from iTunes has produced $1 million in revenue in their first week of sales, according to Disney Chief Executive Robert Iger. iTunes, according to Iger, has not lowered TV viewership or DVD retail sales.