Arnold, Bruce and Denzel Take Action

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Safe to say Arnold Schwarzenegger, Bruce Willis and Denzel Washington may buy their next DVD player at Circuit City.

The star trio is suing California-based Fry's Electronics claiming the company used their images without permission, reports the Associated Press.

In the suit, filed Monday in Los Angeles Superior Court, each star is seeking $10 million in damages -- given, they argue, that the ads could diminish their "hard-earned and well-deserved reputations as major motion picture stars and risks the potential for overexposure."

Representatives of Fry's, which is headquartered in San Jose, Calif., and has retail outlets in Texas, Arizona and Oregon, did not immediately return AP's calls for comment.

Similar lawsuits involving unauthorized uses of celebrities in advertising were filed recently against the cosmetics chain Sephora USA by married couple Matthew Broderick and Sarah Jessica Parker and the divorced Nicole Kidman and Tom Cruise.

Those cases are still pending.