Movie Pricing

I just got off the phone with Cox and they are telling me that most of the new movies range from 7.99-9.99 (Non Hd/Hd). I was telling them that I have never seen the price that high for new releases and that our receiver is set up with whatever package we have.

My question is for new releases (what price do most people see on their receivers?)

For example, what price do you see for The Lego Movie (5.99), Ride Along (5.99)

I cant believe that movies on demand would cost 9.99. Any input would be greatly appreciated.