New E3 to be held in Santa Monica in mid-July

— 4:56 PM on October 16, 2006

A couple of months after announcing that E3 would be reshaped into a smaller, "more intimate," and invitation-only event, the Entertainment Software Association has finally come up with a date and location for the new show. The old E3 traditionally took place in Los Angeles, California during the third week of May, but next year's E3 will be held in Santa Monica, California from July 11 to July 13. Ars Technica says the LA Convention Center of E3s past will be replaced by the Barker Hangar at the Santa Monica airport in addition to "scores of hotel suites that are accessible only by invitation." Finally, the show will be renamed to "E3 Media and Business Summit"—a somewhat less catchy title than the "E3 Media Festival" name announced in August.

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