They did that with the release of the PS3 in the USA...it had Talladega Nights in the box. Didn't help them much there.
I went by my local Best Buy last week. The demo PS3 had died and they had a pile of 60GB systems laying around. One guy was even sitting there making fun of the fact that there were so many to a passerby. Sony has quite a hole to dig out of if they think they can continue to peddle the PS3 for $500 to $600.