it to control the lighting console and the audio mixer. They didn’t The booth was broken into meeting rooms and featured a
want a tech to do it,” he explained, “they wanted it simplified A/V set up. “There was a lot of stimulation in the room,
all automated.” but it wasn’t just from games,” Sanders reported. “The client
wasn’t trying to hit the visitors hard with the message. This was
Perhaps one of the most talked about booths on the floor was the
all about creating a nice space for them to be in. This was very
MTV Theatre, where Harmonix debuted ‘The Beatles: Rock Band.’
relaxed and informal. It was a very European feel.”
“It was so exciting to be a part of this announcement. There was
a very large LED wall outside showing a reel of The Beatles as a As far as the A/V system, Project Manager John Yesco worked
teaser, but nobody knew what was going on,” said National directly with the client’s London office to organise the project
Director of Sales Kristi Ventura. “As they were waiting in line the while Sanders handled account management. Yesco worked
excitement built and built.” with a number of pieces that Sony supplied as well as with a
projection screen that displayed information about upcoming
Once the visitors got into the booth they walked into a recreated
game titles. The main projector was a Panasonic PTD DLP 10k
Abbey Road to see the demo of the new game shown on six
Projector with a Sanyo XF45 LCD 10k projector on hand as a back
Panasonic 65” plasmas. The Harmonix staff then gave their pitch
up. A Barco Encore 3M/E HD/SDI was used for processing and
and ushered some of the visitors to a private area where they
Barco’s Encore small controller was used for management.
could play Rock Band. “It was a nice interactive experience,”
Ventura said. Sanders is quick to remind that technology was not the focus of
this space, though. “We had to bear in mind that content was
Given that level of anticipation, CT had to deliver on both the audio
king in this situation,” he said. “We can hang our hat on the fact
and video side of things. “We had to make sure the sound was
that we were able to turn around a lot of content on very short
incredible,” Ventura said. “It had to give it’s all, because it was The
notice and choreograph the space differently each day, because
Beatles. It sounded crisp and thumping.” To meet that challenge,
each territory has its own idiosyncrasies as far as how it wants to
Meyer M1D speakers were placed at strategic locations.
deliver it’s message.”
Sixty-six Barco i6 Black Chip tiles delivered the visual impact. “The
Enabling clients to deliver a message, no matter the medium or
blacks are so rich and the colour saturation is nothing like any
ambiance, was the key to success at this year’s E3 Expo, said all
other product,” Ventura said. “It popped almost like it was 3-D.”
concerned. “It’s not about how many boxes or screens are in a
Paul Sanders of the CT Group in London joined the U.S.-based
booth,” Van Diver commented. “It’s about what it takes to deliver
staff for this year’s E3. “We’ve always had an involvement in one
what’s needed for the client. Often more is not better. That’s
shape or form, but this is the first year we’ve comprehensively
where our expertise as a company comes in, because we have
been there,” Sanders said. “It’s a great reflection on CT that UK
the technical experience and knowledge to provide the right
clients can contact any CT office globally with the knowledge that
solution every single time.”
the delivery will be consistent, and the standard of this is
consistently higher than anyone else. We’re finding more and
more clients are keen on a true global offering, and we are the
only company that can confidently say we have that!”
Sanders oversaw the Sony Europe Meeting Space, which was
interesting and challenging at the same time because there
was a different country hosting the booth each day. “One day it
was Italy, the next France or Germany,” he said. “On their day
they would get all the press, buzz and locals coming through.
They would talk about upcoming titles and trends, pitching to
their locality.”
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