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E3 Convention Center and Showfloor pictures

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I feel like an idiot asking this but here goes. The dates for e3 are June 16-18 but aren't some of the press conferences starting as early as Sunday, the 14th? Are these not considered part of the actual conference or are the 3 days advertised the only dates where people are walking around inside, etc.?

E3 is literally just the show floor.
Companies just host press conferences and other things in close proximity to the event because it's convenient.
 
Waiting for something new here... last image getting a little hard to keep up with. Er... I didn't mean it that way, it's just been sooo long...
 
I went past the convention center today and they've got huge Uncharted 4, Battleborn and Assassin's Creed Syndicate murals on display with the ACS mural being the largest by far.
 
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