THX is sure not sitting around and living off their existing licenses. Like everyone else they are looking for the next Big Thing. Here at CES, they are touting a new THX technology called Media Director that is meant to simplify home theater set-up and operation. MD turns movies, music and video games into, what THX calls “smart content” that can communicate information about AV settings directly to your home entertainment products. The technology lets consumers tap into and maximize the features and modes of their electronics. More than ever consumers are faced with an overwhelming amount of playback and set up options on their gear and its no wonder they are confused, tending to use the out of the box settings. THX hopes to take a lot of that confusion and frustration out of the process.