SAN RAFAEL, Calif. and LAS VEGAS, Nev., January 4, 2005 - THX Ltd., the leading provider of technologies, certification programs and quality assurance standards for the entertainment industry, announced that it will be demonstrating a new visual equalization (EQ) technology for video game consoles at CES later this week. The technology was created to enhance how gamers experience the visual quality of games content played on their favorite console. Demonstrations will be available to the public at booth # 20533 in the South Hall of the Las Vegas Convention Center during regular exhibit hours.

After spending a considerable amount of time analyzing games systems, THX found that when used with a standard definition television, game consoles often display incorrect color levels, leading to artistic details being lost during the playback of content. To correct these inadequacies and to optimize playback, THX developed visual EQ technology to calibrate each console’s performance output. This results in vivid colors, deeper blacks and a more lifelike game experience. The company is currently working with its manufacturing partners in the consumer electronics industry to further develop and bring this technology to market.

"Most console users can't experience the full impact of a game's visuals because their home entertainment systems are not capable of putting out the correct video levels," said Mark Tuffy, games system director at THX. "The THX Games EQ technology is designed to help present every detail of a game's visual presentation, ensuring that subtle details, such as shadows and textures, can be experienced exactly like the game developers intended."

While most gamers associate the THX brand with the audio side of the cinema, home theater and games industries, the company also works on the visual end. A big part of this work includes setting and enforcing strict guidelines for cinema projection and lighting, as well as providing studios and filmmakers with quality assurance programs for mastering motion pictures to DVD. In fact, because so many gamers are using their consoles as a primary source for DVD movie playback, the THX Games EQ technology also provides a means for them to fully experience DVD video.

About THX Ltd. As consumers seek entertainment experiences with greater sensation, using precision science to invent new technologies becomes paramount. THX Ltd. is discovering new ways to make the creation, delivery and presentation of digital content more efficient, more powerful, and more enjoyable. Through structured certification programs and innovative technology development, THX is embedding the science of sensation in diverse entertainment venues and influential products. Today, the world's premier commercial cinemas, post-production studios and home entertainment products incorporate THX technologies and have achieved the coveted THX Certification. The company is headquartered in San Rafael, Calif. Its Digital Works office, offering DVD mastering and post-production services, is based in Burbank. For more information, visit www.thx.com.