Target is taking a page out of Wal-Mart's book.

In a story from The Hollywood Reporter, studios "confirmed a report in Monday's Wall Street Journal that Target Corp. has sent a letter to the studios, insisting they provide equitable pricing with movie downloads or else face less support from Target for their DVDs."

Wal-Mart had already made their concerns known about more favorable pricing for movie downloads.

Greg Steinhafel, Target president is quoted in the letter as saying "it is apparent that movie downloading is a competitor to DVD sales." He goes on to say that "if new movie-downloading services pay less for movies than Target does," the retailer would "re-evaluate" how much it would be able to support the studios DVDs in Target stores.

Target currently has 15% of the consumer DVD market share.