Re: Aniplex of America licenses Sword Art Online
i'd say it's pretty much par for the course, if you compare it with their 2-cour DVD releases (since the films are about the length of a 2-cour anime total) and (supposed) quality of packaging used.
Like the DRRR!! DVDs are a bit cheaper I believe, but while the packaging is nice it doesn't have as much going for it overall if you compare the two products. Then you have Blue Exorcist DVDs, which are incredibly cheap for AniplexUSA but also have much cheaper packaging and extras.
Of course its still more expensive overall, but not by much; and that extra cost could just be attributed to packaging, external bonuses, and such.