Sony's marketing campaign sees them heading to the Opera in order to promote the Playstation 3. According to Saturday's edition of The Times, Sony have sponsored a production of Puccini's La Bohem and will have a Playstation 3 in the foyer of the London Coliseum for attendees to test out the latest games.

"We don't want the PS3 to be pidgeon-holed as a video game," Carl Christopher from Sony PlayStation UK, told The Times. "We want people to look at PlayStation as a brand in a different way."

If these people can afford to go to the Opera, perhaps they might have some loose change to afford the £425 console. Good thinking Sony!

The Guardian have recently revealed that Sony have started an intensive marketing campaign for the PS3, in which they have identified 12 individuals and organisations - ranging from club promoters to artists, fashion industry insiders, Dazed & Confused magazine and even the BBC's 1Xtra - and given them a free hand to create original content inspired by key characteristics of the PS3. Each will then distribute content digitally across a wide range of outlets including their own contacts and fanbases, social networks such as MySpace and Bebo, websites, blogs, and by email.

Source : The Times