Pop along to the Sony stand (Champagne Suite 21) at the What Hi-Fi? Sound and Vision Show and you'll catch a glimpse of the company's two brand-new Blu-ray players – the £398 BDP-S300B and £595 BDP-S500.
Even more impressive is the Sony KDL-70X3500 70in Full HD LCD TV (pictured) - yours for a mere £29,999!
Both Blu-ray players will be in the shops this month. Buy either model and you'll also get a free copy of the Spiderman trilogy on Blu-ray.
The entry-level model (above) has HDMI connectivity, 1080p video upscaling, Dolby Digital Plus decoding and Bravia Theatre Sync for one-remote operation with other Sony systems.
Fork out for the pricier model and you'll get 24p True Cinema, xv Colour, uncompressed multichannel audio (up to 7.1) and the ability to decode Dolby True HD and DTS-HD.
As for the 70in LCD TV, it's an awesome beast. Showing Casino Royale on Blu-ray, the picture quality looks amazing for such a large screen, although we'll save our final judgement for when we get a review sample in our test rooms.
The KDL-70X3500 comes equipped with Full HD 1920 x 1080 resolution, Sony's Bravia Engine Pro, 16,000:1 contrast ratio, 24p True Cinema, Motion Flow 100Hz processing and S-Force Front Surround Sound.