It doesn't what Blu-Ray player it is, any Blu-ray player is eligible for the offer, including the Sony PS3. The promotion will begin on July 1, 2007 in the US, and lasts through the summer until September 30, 2007.
Ok now for the real small print you can barely read:
"Customers won't be able to get the movies at the time of purchase; they'll have to send in a coupon via mail and have the movies sent to them."
Perhaps the results from this promotional sale will yield similar to HD-DVD had when they did a similar deal, which could provide just enough of a boost in sales to take the lead in the HD war.