Today Sony announced that owners of Sony networked BRAVIA HDTVs and Blu-ray Disc players will be able to get an exclusive in-home offer to rent the Sony Pictures animated hit, Cloudy with a Chance of Meatballs, four weeks before it is available at retail.
Starting today, customers who purchase a networked BRAVIA HDTV or Blu-ray Disc player and register the device between Nov. 9, 2009 and Jan. 4, 2010, will receive a free 24-hour rental of the movie in high definition (a value of $24.95).

From Dec. 8, 2009 through Jan. 4, 2010, the movie will be offered for rent at a cost of $24.95 on all current networked BRAVIA HDTVs, including the W5100, Z5100, XBR9 (excluding Sony BRAVIA KDL-32XBR9) and XBR10 series as well as the company’s new BDP-N460 Network Blu-ray Disc player.

The value of the 24h rental is crazy high if you ask me. $24.95 is what you pay for a Blu-ray movie disc at retail.
I assume Sony mixed rental with purchase here. Besides that the early access is a nice idea, but it will not drive sales. What will be important for most is to get a great deal on a new networked BRAVIA TV.

About Cloudy with a Chance of Meatballs
Inspired by the beloved children’s book by the same name, Columbia Pictures' and Sony Pictures Animation's “Cloudy with a Chance of Meatballs” is a family film that focuses on a town where food falls from the sky like rain. It has earned more than $170 million in box office receipts to date worldwide and will be available on DVD and Blu-ray Disc at retail beginning Jan. 5, 2010.
Via this Sony announcement.