News Stories

ETC@USC Immersive Media Challenge

On February 7th, 2019, 17 member company representatives and USC SCA faculty gathered at Disney to develop the plan for an ETC@USC Immersive Media Challenge. The two-fold goal of the IM Challenge is to challenge students to come up with new defendable concepts for engaging experiences that could be buildable in 3-5 years, and for ETC member company reps to have a structured opportunity to interact with students who are preparing to be the next generation of creatives. Why judge submissions in the 3-5 year timeframe?  If an Read More

ETC’s Upcoming Digital Town Square to Discuss 5G

The Entertainment Technology Center at USC will be hosting a half-day forum on 5G as the next wave of media transformation. The symposium will take place on March 28, 2019, 1:00 PM – 5:30 PM, in Downtown Los Angeles. The advent of 5G technologies is poised to transform entertainment supply chain, workflows, Hollywood enterprise relationships, and the very nature of the content itself. The goal, through explorative talks, panels, and presentations, is to define the 5G system of technologies, its transformative prospects for content creation, distribution, and Read More

ETC’s Adaptive Production Project Subcommittees

The Adaptive Production project directed by Seth Levenson at ETC formed subcommittee-style working groups for specialized focuses within the field of adaptive production. Testing implementation and feasibility of specialized projects, these groups, who meet regularly, are comprised of ETC’s current member companies and industry leaders. The Blockchain working group, co-chaired by Randy Zhang, senior solutions architect at Cisco, investigates potential applications of blockchain in M&E. Specific deliverables include where blockchain is applicable, where blockchain may be applicable with new technology, and where it is not applicable at Read More

Studio Technology Leaders Dinner 2018

The Entertainment Technology Center at USC held it’s 7th annual Studio Technology Leaders Dinner at USC’s Town & Gown on June 26, 2018. Presented by Western Digital and co-sponsored by Equinix and Salesforce Analytics, this event celebrated the ETC’s 25th anniversary and honored Elizabeth M. Daley, Dean of the USC School of Cinematic Arts as this year’s Bob Lambert Award recipient. ETC’s Executive Director and CEO Ken Williams kicked off the night by noting the role the ETC has played as neutral grounds to explore trends and Read More

SCA Students Speak on the Future of Entertainment

The ETC welcomed a panel of nine undergraduate students from the USC School of Cinematic Art to give their own insights on the trajectory of interactive media at the December 13, 2018 All Members Meeting hosted by Fox Studios. The hour-long forum that covered topics from social media habits to storytelling strategy was condensed into a six-minute highlight reel on our YouTube channel below. The ETC is looking to produce these student panels on a quarterly basis this year — twice at our Executive Board Meetings and Read More

vETC 2018: The Grand Convergence

The Entertainment Technology Center @ USC hosted its fourth annual Virtual Conference (vETC) on June 27 & 28, 2018 at the Technicolor Experience Center in Los Angeles, CA. This year’s program highlighted talks in the AI, Immersive Experience and Adaptive Production sectors. Thought leaders and catalysts from the entertainment, and service industries presented an insider’s look into the emerging technologies disrupting everything from the creative process to business models and consumer behavior. Wednesday June 27th, 2018 Adaptive Production Machine Learning and AI   Thursday June 28th, 2018 XR/VR/Mixed Reality


The Storytelling Cipher: Mapping Precise Story and Character Mechanics to Box Office Returns

Our Data & Analytics Project held “The Storytelling Cipher: Mapping Stories & Characters to Box Office Revenue” Tuesday, December 6, 2016 at the USC School of Cinematic Arts.

This study leverages the Dramatic taxonomy of film narrative to infer which scene-level character and story attributes generate more box office returns, by genre. We are extending this study to ads and movie trailers.

The project researchers used machine learning to map 70+ story attributes for 300 films to their box office returns to extract which story mechanics or character features in film generated the most revenue. This was the first time granular story and character mechanics have been used to predict box office returns, which opens up many avenues to make more data-driven creative and development decisions throughout the industry.

What’s a good story? The question has been hanging without a scientific answer since the dawn of man. It seems that a story’s lack of clear mathematical structure and universal taxonomy would relegate such classification of stories to the qualitative – and highly subjective- empire of critics and … people.

Until now.

The event presented results from the research, discussed applications for the development and creative process, and outlined next steps.

ETC Events

Adaptive Production – VFX Standards
March 20. 2019

ETC All Members Meeting
March 21, 2019

Adaptive Production – Blockchain
March 27. 2019

DTS 5G:  The Next Wave in Media Transformation – By Invitation Only
March 28, 2019

Adaptive Production – Archiving
April 3, 2019

ETC Nex Gen Tech Symposium @ NAB Show
LVCC – N257
April 10, 2019

ETC Executive Board Meeting – Board Members Only
June 6, 2019

ETC All Members Meeting 
June 20, 2019

ETC Studio Technology Leaders Dinner – By Invitation Only
USC Town & Gown
June 26, 2019


Industry Events