Why Don't DVD Numbers Get Reported At All?

Quick what was the highest grossing movie last year in the US, 2010.  Toy Story 3, of course.  Who had the highest grossing DVD last year?  Might take a little while, and digging and it's kind of weird but Avatar.  According to The Numbers.  Avatar sold about 10 million DVD's, Toy Story 3 came in second with a little over 9 million.  The sales revenue of each just from DVD's was $183 million and $162 million.  That no small chunk of change.  Yet we never hear anything about it.  They run the weekend box-office every week on our local news station, IMDB always comes in with up to date totals, and has box office for almost every movie, from every country depending on how popular it is, but rarely talks about rentals.  Hundreds of websites are devoted to the weekend box-office, with even one devoted to gambling on it.  The DVD's (I mean rentals) only make up a small portion of what's talked about yet that is what more and more people watch nowadays.  Back in 2007, Pirates of the Carribean:  At World's End (the guy who Depp based the character off of actually appeared in the movie, zany!) made $279 million from DVD's and sold about 13.7 million units.  That's huge, more than 97% of the movies released didn't even get a sniff of that asshole in box office receipts, more than 75% probably not even half that.  It's weird though, especially for how much backlash that crapfest had.  What's shocking is that it sold more than Avatar  With all the nerds that made it the highest grossing movie of all time, more people would buy a DVD of the 3rd runaround with ol Jack Sparrow, with probably only a couple years from an ultimate collectors trilogy being set loose, than buy a Oscar nominated movie that grossed twice as much money?  Not only that but they only sold 26% more units, but made 52% more money.  Of course more people are buying a crappier movie that costs more money, makes sense to me.  On the other hand how was Avatar able to make over $700 million, but only be deemed good enough to buy 10 million times.  Something doesn't add up, am I missing Blu-Ray numbers?