Microsoft kept the tech world buzzing ahead of a mysterious announcement in Hollywood taking place right now.
The venue for the invite-only announcement, shrouded in secrecy reminiscent of tech mega rival Apple's media-frenzied unveilings, was disclosed to participants only hours before the event itself.
Journalists -- who last week received an invitation teasingly telling them "This will be a major Microsoft announcement -- you will not want to miss it" -- were told to turn up at the Milk Studios, in downtown Hollywood a few hours ago.
The Milk Studios website describes it as "one of the world's premiere photography studios, (which) stands at the crossroads of fashion, photography, art and media" -- although it was unclear what link it has with Microsoft.
The Hollywood location has fueled speculation that the announcement could involve entertainment industry content.
But beyond the venue there were still few concrete details of what was in store at the event, which has triggered an array of reports, some contradictory.
Microsoft earlier this month stepped up its quest to be at the heart of home entertainment by syncing Xbox 360 videogame consoles to smartphones and tablets while adding more blockbuster content.
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