Whilst Sony may yet be the last of the big three to launch a next-generation console, the company is stepping ahead of the competition with its pre-E3 press event - which will take place before both Microsoft's and Nintendo's.
Sony's press event will take place at Sony Pictures Entertainment Studios in Culver City on the afternoon of Monday 8th May - two days prior to the E3 expo. Microsoft will be offering its own media event on the Tuesday morning, and Nintendo's Revolution revelations are likely to follow on the Tuesday afternoon.
Sony confirmed its ambitious tri-continent November launch strategy last month, but firm details of the PS3 retail package, confirmation on the final controller design, pricing details and the all-important software launch line-up have yet to be confirmed.
As the consumer audience awaits the annual Electronic Entertainment Expo to get first their first glimpse of Sony's next-gen offering, the media and industry professionals will be offered first hand demonstrations and information that so far, Sony has kept very close to its chest.