With the threat of cheap, Chinese manufactured Blu-ray players looming on the horizon, companies like Sony, Samsung and LG have begun to reduce the price of their entry-level Blu-ray Disc players. According to DigiTimes, retail prices in the US have by dropped by an average of 25%, bringing the price of BD players below $300.
Japan-based vendors including Sony, Sharp and Pioneer as well as South Korea-based Samsung Electronics and LG Electronics have reduced retail prices for their entry-level Blu-ray Disc (BD) players in the US market by an average of 25% to prices less than US$300.

For example, Samsung has lowered the retail price of its BD-P1400 to US$298 at Wal-Mart, Best Buy, Amazon and other large retail channels in a bid to clear inventories, according to industry sources in Taiwan.
If you'd like to read more, head on over to DigiTimes.