I stopped at the Fashion Island store around 10:20, and there was no sign, just 1/2 dozen people digging through the DVD's. I asked the clerk about the $10 DVD sale, and she told me they had just pulled it, but anyone who was there right now could go ahead and buy them at the $10 price.
Selection was a little limitted, but I scored 6 DVD I didn't already have. Would have bought more if they would have had a better variaty left.