Standalone Blu-ray player unit sales in the U.S. decreased 40 percent from January to February and saw a very slight increase (2 percent) between February and March, according to NPD. . . Blu-ray player prices are going to have to drop dramatically, to around $200 probably, to make themselves more attractive to consumers outside of the early adopter/home theater enthusiast crowd. Sony, one of the largest producers of Blu-ray players, says $200 players aren't likely until next year at the earliest.