THX has been talking about its Media Director technology for some time, but it's finally being introduced to the marketplace. Media Director embeds metadata in the content itself, describing how the content was created and how it should be rendered in order to preserve the creator's artistic intent and assure optimal presentation. To do so, the so-called content descriptors are created along with the content and remain associated with it all the way to the end user's display and audio system, which automatically adjust their settings for optimal playback, offsetting the calibrated settings as needed for that content only.
The first Blu-rays to include Media Director metadata are the new Star Wars discs, but other studios are ramping up to include it in their new releases. On the hardware side, the first player to have Media Director capabilities is the Dune HD Blu-ray/media streamer from HDI Dune (yeah, I had never heard of them, either). As you can see in the photo above, it was implemented in a Sharp Elite TV at the THX booth, and it will be part of the 2012 Sharp Elites. In fact, starting in 2012, products that hope to be THX-certified must include Media Director functionality.