Thursday - Sunday sale. If you don't want to wait in line for 5AM Friday & hopefully get a ticket to buy it in store & probably find that it will be sold out. Yes, you will need to pay $2.49 S&H but, it is still a great deal & you need not go anywhere. Many other BDs on sale for $7.99 & $9.99 & up at Best Buy Th-Su. Keep in mind BB charges $2.49 per ITEM, so no savings by buying multiple BDs as with Amazon.com.