Each bonus Blu-ray player is valued at $649 and represents a handy deal for customers who might not have made the plunge into Blu-Ray.
Lets hope it's a smooth experience - as we reported last year, a similar offer proved controversial, with customers complaining they had to wait for long periods for free PS3s promised with the purchase of selected BRAVIA models.
The selected BRAVIA LCDs includes all models that feature Sony's new Motion Technology. These include the following:
- XBR series
- Z series
- E series
- W series
- ZX series
- EX series
Sony will give away 20,000 free players (model No. BDP-S550) from March 16th and the offer will last until all stocks are depleted. This means the promotion coincides with the introduction of Kevin Rudd's stimulus package, including the much sought-after $900.
The stimulus grant has also spurred others to announce special deals, including Kogan's $900 TV.
Though not quite as prolific as the take-up of DVD more than a decade ago, the Blu-Ray format is starting to catch on, with more than 450,000 Blu-ray players and 750 000 Blu-Ray discs being sold since the format arrived in Australia less than two years ago.
Still, it remains to be seen whether direct downloads, internet piracy, DVD rental clubs (such as BigPond Movies) and DVD upscaling make it tough for Blu-Ray to breakthrough.
There are currently around 520 Blu-ray titles available in Australia. The Dark Knight remains one of the biggest selling releases in either format, as we reported last year.
The question remains; even if the players are free - do customers really care about Blu-Ray when DVD remains half the cost or less?
Let us know in the comments below.