9:25: The hall is filling up--it's about 80 percent full now, so it looks like the press conference will start close to its scheduled time of 9:30am.

9:28: The Kodak Theatre is a great venue for this event--a beautiful old Beaux Arts structure. Inside, the stage is dark except for a huge glowing Nintendo logo.

9:30: The attendees have repeatedly been told that the conference will begin promptly at 9:30. They've also been told to turn off their laptops, and cell phones. Neither side appears to be keeping its end of the bargain.

9:31: The MC has noted that the event will start promptly, an apparent dig at Sony, whose pre-show press conference yesterday started 50 minutes late. The announcement sparks a ripple of laughter from the attendees.