BD & 240hz.

I watched "G Force" yesterday on the new Samsung 55" that goes for $6200. The picture looked more like video than film. Is this an artifact of the combination of BD and a higher signal or is the TV's newer technology?
I have seen this on BB demo's as well. I believe this called the "Soap Opera Effect" and is basically a characteristic of LCD/LED technology.

Perhaps turning on the 24fps feature would lessen the "fake" effect?
It's very disturbing at first.
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