I personally think new movies coming out in DVD/Blu-ray should be 40 America dollars maximum. I know these prices usually go lower especially after a year, but anything more than 60 dollars is just not practical to me, especially when there's streaming services available and dvd/blu ray players aren't that prevalent in tech stores anymore except for gaming stores that sell the disc version of PlayStation and Xbox, and those stores don't sell movies as well.
Unless its like a collector editions with several physical bonuses like a thick photobook, menu sleeve, stickers, extra layers of paper/plastic packaging, then more than 60 dollars would be reasonable to me.
Physical media should be more affordable than ever Imo, as plenty of people moved on from Physical media. Discs are still cheap if I'm not mistaken. So an affordable price would be a big incentive for those who aren't that in the mood to grow their dvd/bluray collection if they ever had one. More than 60 dollars, and you're just turning people away to not ever go back to physical media.