My wife spotted this item on Walmart's website today, and needless to say we ordered our own sign. It's only $34 plus tax, and shipping is free if you do "Site-to-Store" option where they ship it to your nearest Wal-Mart store.
There is a 10-character limitation. Also comes with marquee lights, so this is a really good deal if you ask me and a 20" x 10" customized home theater marquee sign.
EDIT: Confirmed by AVS member - The "lights" are NOT functional, but I ordered it anyways.