Electronic Entertainment Expo on Thursday, June 17. Tickets are now available for purchase, with prices ranging between $24.99 and $74.99 (for the nosebleeds and the court-sides, respectively.)
You don't have to be an E3 attendee to gain access to the show -- but if you're in L.A. that week, why wouldn't you go check out all those piping hot new games? Come on, now. You're being ridiculous.