Italian retailers break PS3 street date

Rome (Italy) - While a good chunk of the country is still waiting for the PS3 to go on sale, some Italian consumers have already purchased theirs.

One small retailer began to make waves when it took out a national ad advertising sales of the PS3 to begin at 7 PM today, even though Sony has given all retailers strict orders not to sell any console before midnight.

This sparked another, larger store, Media World, to cancel its midnight opening at start selling the PS3 this morning at 9 AM.

A Sony spokesperson was quoted as saying that the company will "carefully consider all available options in relation to retailers who have commenced sale of PlayStation 3 prior to 23rd March 2007," in a GamesIndustry.biz story.