According to Kaz Hirai, Sony is planning to introduce a new movie download service via PSN which will allow users to download and watch films on the PS3. While specific dates have not yet been revealed, Hirai promised that the service would be rolled out this summer in the US, followed shortly thereafter in Europe and Japan. The company is expected to announce specifics sometime next month.

This new service is yet another way in which Sony is attempting to take on Microsoft head-to-head, as Xbox Live has been offering movies and TV shows for download for some time now. Sony has not yet announced which studios will be participating in the service, but they will clearly need some big names as companies like Warner Bros. and Paramount are currently signed on with Microsoft.

This announcement, coupled with the persistent rumors about Sony’s implementation of trophies and "Accomplishments," illustrates just how aggressively the company is courting the online market. Xbox Live has been a tremendous success for Microsoft, and now Sony is attempting to, if not lure users away, at least get them to sign up for a similar service on their console. Of course, the big difference between PSN and Xbox Live is that Sony’s network is free for everyone, while Gold subscribers on Live pay $50 a year.

As Sony continues to grow the Playstation brand, it will be interesting to see what steps they take next to establish their place in the online market. While they may not be yet breathing down Microsoft’s neck, there may be at least a few men in suits in Seattle looking over their shoulders.