Movie-rental giant Blockbuster has the first confirmation outside of Sony that the PlayStation 3 gmaes console is being used as a Blu-ray Disc movie player.

"When we saw the Sony PlayStation 3 go into the marketplace, that's when we saw Blu-ray sales go up. PlayStation 3 has had an impact on the rentals at our stores," says Blockbuster spokesperson Randy Hargrove.

Given that PlayStation 3 owners already rent PlayStation games at Blockbuster, picking up a movie is a natural extension of customer shopping habits.

Combined with Blockbuster's decision to roll out Blu-ray rentals to 1,450 US stores, some Blu-ray fans think Blockbuster's actions alone spell the end of the format war. (Blockbuster's Blu-ray deal 'not an endorsement').

Not the Blu-ray Disc Association, however, who said in a statement that "it would be presumptuous that this is the make or break in the format war. But it does reflect what we've said all along: if you have more content available, people will come. It's not spin, it's not hype - it's just reality. These are the titles people want to watch."