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Chris Taylor


Daily Blah for... Tuesday, May 17, 2005

Taking Stage-Managed Press Events to the Next Level
I came down to LA early this time. Normally I get to E3 as late as I possibly can, and leave on the earliest available flight when it's all over on Friday. (I've just realized with a sense of horror that this is my sixth E3). But I'd never done the Big Three press conferences before -- Sony, Microsoft and Nintendo -- and this year all three were announcing new consoles (the PS3, Xbox 360 and Revolution, respectively). So if I was going to have the full week experience, this would be the year.

Press conferences? That's a laugh. Nobody could imagine having a question and answer session after these things. These were more like staged rallies, with thousands of journalists standing before a soundstage so overly grandiose it would have embarrassed the Nuremberg event planning council. Microsoft had rows of demographically sound young stooges of all races behind the presentation, as if this were a political rally. In many ways, it was. Swathes of executives appeared before us, reading scripts from giant teleprompters (which many of us journalists prefered to look at, rather than the executives) and told us how excited they were to tell us how they were going to take gaming to the next level, and other such cliched rot. Then we'd get quick video clips of unfinished games that won't be out for a year, all set to what sounded like the exact same industrial techno track with unecessary levels of bass. Somewhere in this hellish city, someone is making a big pile of money by blending testosterone filled guitars and beats for game demos.

Meanwhile, we were still seething from the hideous organization -- an hour wait to get our valet-parked cars back after the Sony event, an hour wait to get our press passes from Microsoft -- and laughing at the Sony security guard who threatened to take away our film if we kept taking pictures of the Sony lot. Film? What's that?

That said, for all the dismal and overly technical presentation that surrounded it, the PS3 rocks harder than Gibraltar. The games shown were all much of a muchness -- the same old racing, fighting and shooting stuff front-and-center -- but as demonstrations of what the machine was capable of, they were breathtaking. The lighting and skin effects were stunning. They captured Alfred Molina from Spider Man 2, made him virtual, and you could barely tell the difference. So I'm glad I went. But next year, I'm staying home and catching the webcast instead.


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