At today's Sony E3 press conference, SCEA CEO Jack Tretton announced that the company is planning to add Cinema Now support to the PlayStation 3. Though not as well-known as Netflix, CinemaNow features thousands of movies to rent via streaming.
Tretton also referenced a recent report that the PlayStation 3 made up 30% of console Netflix streaming, noting it as the single most popular Netflix streaming device.
The Sony press conference is still ongoing. Shacknews will update as more information becomes available.