Ok, I just got off of Live Chat with "Michael" from LG. Here is a transcript. I'm not sure I really got the answers I wanted. Maybe I'm letting the fact that I can't force the soap opera effect on movies, affect my opinion on the picture quality.
Michael: Hello Darren Howard. Welcome to LG Electronics U.S.A. Support only. How may I provide you with excellent service today?
Kirkh: I recently purchased an lg 47ls4500 and can't find the option to turn TruMotion on or off. I've read that this feature is on at all times but I've seen this on other LG TV's that have the option to turn it on and off and I don't see the same picture quality on mine so I'm assuming it is not enabled..
Michael: I would be happy to help you with that.
Michael: I'm sorry but that option is not available to adjust or turn on and off. It is always running in order to provide the best picture quality
Michael: please try adjusting the picture settings in the menu.
Michael: That normally takes care of the problem
Kirkh: Ok. Normally, on other LG TV's, when TruMotion is enabled, movies tend to look more realistic and have the "soap opera effect" I don't see this in any of settings. I like the way TruMotion looks (or used to look) when watching sports or animated movies. Since none of the settings affect movies in this way I assumed that TruMotion was not enabled
Michael: I see
Kirkh: Is this some kind of new motion interpolation that gives a true 120Hz refresh rate without making movies look like soap operas?
Michael: the TV is always running on 120HZ
Michael: what device do you have connected to the TV? cable/satellite box/DVD player?
Kirkh: I have it connected to a PS3 for DVD's and Blueray ,and Dish TV for HD cable.
Kirkh: I also saw a software update on the LG site. I was wondering if maybe a firmware update would enable the TruMotion option. I can't seem to get my TV to read the software update from my usb drive
Michael: the software updates will not enable the Trumotion
Michael: I'm sorry for that
Michael: if you still think that the unit has a problem and you've tried adjusting the picture options in the menu like I suggested with no results then we can have a technician look at it to see what is wrong with it
Kirkh: Does this model have the same TruMotion as other LG models that enable TruMotion to be turned on and off? The picture looks fine, but looks more like a TV with a 60Hz refresh rate to me. Do all new LG models have TruMotion permanently enabled now?
Michael: yes, all TVs have Trumotion permanently
Kirkh: Oh, ok, so the option for turning TruMotion on and off is gone from all new models now?
Kirkh: Great, I just wanted to make sure that this model, having less features was providing the same TruMotion interpolation that I enjoyed with other LG TV's I had watched in the past. I had read this on the LG website forum "If a TruMotion setting is not currently available in the ADVANCED CONTROL section of the PICTURE menu, then the feature is already active in its LOW setting. If this does not resolve the matter, please contact our Customer Interactive Center at 800-243-0000." So am I correct in assuming that all LG TV's have TruMotion enabled in a LOW setting at all times? Sorry for all the questions, I just wanted to make sure that the TV has the same TruMotion effect that I've seen on other LG TV's and not a watered down, entry level version.
Michael: yes the TV does have the Trumotion on low sometimes
Michael: Is there anything else I can assist you with today?
Kirkh: It sounds like the TV adjusts the level of TruMotion automatically is this correct? Also is there any reason I should make sure my TV is updated to the current 03.20.12 software?
Michael: that is correct, the TV adjust the Trumotion automatically. The update is to enhance the simplink performance
Michael: I'm sorry, are we still connected?
Michael: I apologize it appears I may have lost my connection with you. I will remain on the line for approximately 2 minutes before exiting the chat. If you have any additional questions feel free to contact us back via Live Chat or you may call 800-243-0000. Thank you for choosing LG Live Chat.
Kirkh: Is there any documentation about the advanced picture menu options? "motion eye care
Kirkh: 'Film mode" etc?
Kirkh: maybe these will help me find what I'm looking for.
Michael: I'm sorry but there is no documentation with information about Film mode available but you can feel free to access the following link in order to download and see information about your model: http://www.lg.com/us/support-product/lg-47LS4500#
Kirkh: I've read on the LG forums that firmware updates for other models lacking TruMotion adjustability are on the way. Are there any plans for making this option available for the 47LS4500?
Michael: no, there are no plans yet
Michael: actually the engineers decided that it is better for the TV to automatically do it
Kirkh: Ok Michael thanks for your help. You've answered all of my questions.