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I am not sure why they have reduced this so much, but the price is down to $60 for the Lego Dimensions Start Pack on all Platforms here on Amazon. I just checked the USA sales rank for video games and the Lego Dimensions game ranked 42 on the sales chart last week. So it appears to be doing well.
Also, the Back to the Future Level Pack and Portal Level Pack are both $10 off here and here.