hmm, it seem that some prefer the soap opera effect of the motion control (de-judder). i say the beauty is in the eye of the beholder. soe can be a positive or negative experience. i, too just bought an lg55ls4500 recently. i was glad to find that the "film" mode (advance>>film) is an option for this model. however, this is only available when i'm watching cable. unfortunately, this is not an option with dvd movies. i would like to to be able to watch movies on film mode (1080p/24hz). though i noticed that my bluray player is able to output this (when i check the audio with my bluray player's remote, it shows ontv screen: 1080p/24hz, dts-hd master). this is a little confusing since the lg tv "film" option is grayed out. at any rate, here's some info from a c/net article on the soap opera effect (http://reviews.cnet.com/4520-6449_7-6792632-1.html
--Anti-judder can have a major impact on picture quality. The smoother is designed to eliminate judder in film-based content, which is most noticeable in scenes that incorporate slow camera pans or in scenes shot with a handheld camera. We mainly looked at the effects of engaging the Sony's anti-judder, which has two settings: standard and high. Even at the lower setting (standard), the difference in the picture was immediately apparent. The image just looks more stable. Kick it up to high and everything becomes rock solid--it's night and day. However, the high setting tends to introduce artifacts into the picture. These look like a little tear or glitch in the picture. They appear for just a fraction of second, but they are noticeable. It's worth noting that the picture on the standard setting sometimes looks unnatural, too, particularly when the anti-judder suddenly kicks in during a fast pan and stabilizes objects moving across the screen.
-- Eliminating judder is not for everyone. Judder is part of what makes film look like film, so when you remove it, it starts to look like video. Now, some folks like the look of video and contend that it looks more true-to-life. Both Matthew Moskovciak and I are judder-free fans. On the other hand, David Katzmaier likes the effect only in certain scenes--he generally prefers to leave it turned off during Hollywood films and turned on for some other film-based content, such as the nature documentary Planet Earth--because, in some instances, it can really alter a scene, or at least take away from what the director intended the scene to look like. This is called "director's intent," and movie purists would argue that anti-judder tarnishes the viewing experience much in the same way that performance-enhancing drugs might change the outcome of a sporting event. OK, maybe that's a stretch, but I couldn't help myself.
-- If you're a fan of anti-judder, it's hard to live without. Moscovciak says he now has a hard time watching movies with judder; he finds it excruciatingly irritating. I personally don't feel quite that strongly, but I kept asking Katzmaier to crank the Sony's Motion Flow setting to "high." I was willing to live with the artifacts in exchange for that rock-solid image. (Katzmaier strongly disagrees.) I'm quickly becoming an anti-judder junkie.