Movies for Less

Movies are to expensive. Why does it cost $17 to $20 for a DVD, and almost $30 for a Blu-Ray disc. The movie producers have no where near that in them, and the retailers barely make anything selling them.
At $9.99 for a DVD or Blu-Ray, I would buy my movies instead of renting them. Currently, I spend $32 a month on the Blockbuster in store all you can eat program. But I would start collecting them again at a more affordable price. I try to find deals on movies, but they still run nearer to $15.
Come on - make movies affordable and drastically see sales increase.