It seems Sony is refocusing its efforts to market the PlayStation 3 as an all-in-one media hub by placing more emphasis on its Blu-ray capabilities. The move is part of Sony's efforts to market the Blu-ray, effectively putting the PlayStation 3 at the forefront of the format war.

Kazuo Hirai, president and CEO of Sony Entertainment Inc., describes the marketing strategy as a "balancing act." He said, "The PS3 is first and foremost a video games machine but we want to say - by the way, it's a great Blu-ray player as well."

Hirai also commented that the company isn't ruling out the possibility of a price cut for the PS3, but first they'd need titles to back up the platform. "Going aggressive only on price without being able to back it up with content doesn't make a whole lot of sense to me," added Hirai

The comments suggest an aggressive drive by Sony and we might be seeing more activity on their front in the near future, probably in the form of a whole barrage of Blu-ray movies entering the market by the holiday season.