Was told this at my local Blockbuster store in Chard,Somerset.
If you pre-order brink for £2 you get it guaranteed on release day for £34.99 and also 4 x 2-for-1 rental vouchers and money off pre-owned games/blu-rays, etc.
Have not seen it cheaper anywhere else and with the vouchers is a bargain!!! I assume, from the website that this offer is available in all stores??!!