It depends. A/V assets are usually portable. Coding issues may range from having to transcode the whole mess to having to set a few flags ... but in either case, you then have to do testing & debug to make sure it works as expected (hah!).
A tool like Unity3D helps if it will actually do what you need, but it's not going to keep you from many months of testing and debug to make sure the "painless cross-platform support" is actually working and to fix the case when it fails.
Oh, and then you have to patch both / all versions when you make changes...fun!
Some are easier than others though, e.g. Microsoft has put a lot of effort into ensuring that Windows <--> Xbox 360 is reasonably painless compared to * <--> PS3 (where "reasonably painless" == "months of tedious work").