"[i]I remember reading another article about 2 years ago by a more independent source, and they concluded that in a regular sized theater, you would have to be sitting in the first 6 rows to really notice the difference in 4K.[/i]"
Check this page: http://magazine.creativecow.net/article/the-truth-about-2k-4k-the-future-of-pixels
Written by a much more trustworthy source than a Sony marketer...