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spurgeonryan said:
It was free? Thats pretty cool. I guess Sony probably paid for the advertising or something. Plus concession sales.

Yeah originally I was under the impression that it cost money for entrance also, but someone in the forums corrected me.  For a free show...hell, it's hard to beat a movie theater for graphical fidelity/audio for a show like E3 (except...you know, maybe being at E3 heh).