Making Stuff Up
JVC showed a split screen demo on an LCD. Special processing was performed on the left side to eliminate blurring artifacts, while on the right side it was business as usual. And business as usual for an LCD is typically take every opportunity for turning something with motion into an ugly mess. What JVC did, with the 60Hz video material was to double the frames by creating an interperlated frame between each "real."
Does it improve things? Amazingly so. An airplane entered the split screen unit from the right and as it passed to the left, the indecipherable lettering on the tail wing became sharper as soon as they hit the line of demarkation. Not only that, but JVC claims that, sharpness aside, the eyes and mind get tired constantly trying to make order of things that should be clearer.
I didn't get a good answer on what happens with film, such as a 24P BluRay. I'll let you know when I get to speak to an engineer. My guess is, standard 2:3 pulldown to 60 Hz and then interpolation to 120 Hz from there. Oh, and if you've just gotten eyestrain trying to read the "GENESSA" banner in the image, that's just a brand marketing ID for the Japanese market, not the name of the technology employed.