Sony's doing something really different this year for their E3 Press Conference. You can still watch it streamed to your computer or TV, of course, but there's another way as well.
In select cities, you can actually go to a movie theater and watch it along with 30 minutes of extra content as well. There's going to be about 50 theaters that will televise the event and you can get the list of them from Sony's Blog.
Best of all, it's free. You won't have to pay a dime, unless you plan on grabbing snacks.
If you're interested, head on over to http://eventgrid.com/Custom/playstatione3 to reserve a seat. Space is limited.