AVS uses a wireless infrared interface for all its peripherals, including keyboard, cassette deck, and controllers. Most of the peripherals for the Advanced Video System are on display at the Nintendo World Store. The system's first known advertisement is in Consumer Electronics magazine in 1985, saying "The evolution of a species is now complete." The AVS was showcased at the Winter Consumer Electronics Show held in Las Vegas during January 5-8, 1985, in a reportedly "very busy" booth headed by Nintendo of America's president Minoru Arakawa. There, attendees acknowledged the advanced technology, but responded poorly to the keyboard and wireless functionality. All of the more than 25 games demonstrated were complete, with no prototypes. No retail pricing information was given by Nintendo, reportedly seeming to "test the waters" with potential distributors, in an unpredictable market. Although Nintendo's Gail Tilden had reported sales of more than 2.5 million units of the Famicom across the previous 18 months yielding a 90% market share in Japan by the beginning of 1985, the American video game press was skeptical that the AVS could have any success in North America. News Wire reported on January 12, 1985, "It's hard to believe, but a Japanese company says it intends to introduce a new video-game machine in the United States, despite the collapse of the video-game industry here." The March 1985 issue of Electronic Games magazine stated that "the videogame market in America has virtually disappeared" and that "this could be a miscalculation on Nintendo's part". Roger Buoy of Mindscape allegedly said that year, "Hasn't anyone told them that the videogame industry is dead?" Video game historian Chris Kohler reflected, "Retailers didn't want to listen to the little startup Nintendo of America talk about how its Japanese parent company had a huge hit with the Famicom (the system from which the NES was adapted from). In America, videogames were dead, dead, dead. Personal computers were the future, and anything that just played games but couldn't do your taxes was hopelessly backwards." Computer Entertainer openly rebuked the media after attending a humbly optimistic June 1985 CES, "Can another video game system buck the trend and become a success? ... Perhaps if the press can avoid jumping all over the Nintendo system and let American consumers make up their own minds, we might find out that video games aren't dead after all." Redesign as the Nintendo Entertainment System (1985)