The Blu-ray to star in the holiday period at the end of the year?

Since its victory over the HD-DVD, Blu-ray has tried to make a road, or at least cut a path, to the pockets of the consumers. But there are still some difficulties, the price of the readers is still very high, as well as the price of films being much higher than that of the DVD.
Sony has decided to play with the first factor and should soon lower the price of its Blu-ray reader, BDP-S350, by $100 to $299. This reduction is aimed at launching the market and could be effective as of the end of September. Difficult to say whether during this economic crisis period this initiative will be sufficient to kick-start this market, especially with films sold at close to 40€!