It's an expo held in Holland between October 1st and 2nd. Max Payne 3 was announced back in 2009 but since then has completely avoided the public eye.
Rockstar Vancouver is behind the third instalment to the hard-hitting Max Payne series, which was created by a certain Alan Wake developer, Remedy Entertainment. Well thethat Rockstar will be showing off Detective Payne's return real soon.
Firstlook 2011 runs between October 1st and 2nd in a strange and mysterious land called Holland. Max Payne 3 releases on Xbox 360, PS3 and PC at an undisclosed date.