Well, why not?
According to Video Business, SCEA hardware marketing manager, John Koller, has announced that Sony is currently working to produce hybrid Blu-Ray movie releases that also feature playable games for the PlayStation 3. Apparently, they've been preparing this for a while because you'll see these first hybrid discs some time this year as Koller said, "We will definitely see this stuff this year." He also said that Sony sees a future where movies and games are on the same disc, which doesn't seem entirely implausible. Warner Bros. Interactive has piped up, saying they're "extremely interested" in this idea; they'd love to put out movies with playable content included. Obviously, it stands to reason that because so many movies have game adaptations these days, one would assume that a company like Warner would be intrigued. Of course, this also means you may compromise total sales possibilities – wouldn't it make more money to sell the movie and game separately? – but you never know.
Anyway, consolidation is typically more efficient, and it may be more beneficial for consumers, too. As soon as we learn more about these hybrid BD offerings, we'll let you know.