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ETC Remembers Industry Leader Jerry Pierce

The Entertainment Technology Center lost an exceptional friend and Hollywood a true tech visionary when Jerry Pierce passed away April 12. Jerry was a former senior vice president at Universal Studios where he helped guide the transition from film to digital cinema projection. He was instrumental in the advancement of key areas such as DVD, high definition, electronic sell through, and copy protection. Jerry was chairman of the Inter-Society Digital Cinema Forum (ISDCF), which he helped form in 2006, and technical advisor for the National Association of Theatre Owners (NATO). He was also a powerful champion of ETC, serving as chair of our executive board 2003-2004.

As evident in the many tributes on LinkedIn, Jerry impacted numerous organizations and individuals and was greatly respected for his leadership, generous spirit, and kind character.

Left to right: Bob Kisor, Chuck Dages, Bob Lambert, Jerry Pierce,
and Edie Meadows in April 2007.

According to Ken Williams, ETC executive director and CEO, “Jerry was one of the true icons of our industry and influenced my decision to broaden my own professional career path beyond finance.”

“Jerry was a pioneer in elevating the role of technologist to the C-suite,” Ken noted. “The Hollywood studios owe him a significant debt for his leadership and mentoring. He will be missed. The media industry and ETC have lost one of our most respected elder statesmen and influential trailblazers.”

A celebration of life is scheduled for Thursday, May 28 in Los Angeles (RSVP required).

One of Jerry’s passions was photography, which he enjoyed combining with his love of hiking and sculling. Check out his website for a collection of compelling photos taken in Morocco, Patagonia, Yellowstone, Turkey, Yosemite, Alaska, and other locations.

Jerry’s family requests that you remember him “by walking in nature or planting trees in his honor.” For more information, Jerry’s obituary is available online.

This Week in… Artificial Intelligence: 5/21/26

Elon Musk lost a landmark lawsuit against OpenAI when a federal jury and judge found that he waited too long with claims against Sam Altman. The decision clears the way for an OpenAI IPO as major players in the AI sector – including Anthropic and SpaceX – are preparing to go public. Google unveiled a new AI-powered design and image app for Google Workspace called Pics. And AI is making its way to smart TVs. Samsung’s 2026 lineup, for example, expands enhanced AI features across numerous models.

Jury Rejects Musk’s Claims Against OpenAI
The Wall Street Journal

In Musk vs. OpenAI, the Real Winner Was the Suit
The New York Times (subscription required)

Elon Musk Loses Landmark Lawsuit Against OpenAI
Wired (subscription required)

Elon Musk and Sam Altman’s Next Battle Is Their IPOs
Forbes

The AI Race to Go Public
The New York Times (subscription required)

SpaceX, Anthropic and OpenAI’s Sprint to Go Public Defines the AI Boom’s Big Day
The Wall Street Journal (subscription required)

Google Just Declared Itself a Contender in AI Design at IO 2026
TechCrunch

Google Is Dethroning OpenAI as the King of Consumer AI
The Economist (subscription required)

The Next AI Boom Is Worker Training
PYMNTS

Which Has Better Taste: AI or Humans?
The New York Times

AI TV vs. Smart TV: What’s the Difference?
SlashGear

Samsung Malaysia Unveils Full 2026 AI TV Lineup
Samsung Newsroom

Pope Leo XIV to Launch His First Encylical, a Document on Artificial Intelligence, with Anthropic’s Co-Founder
PBS News

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Specification for Naming VFX Image Sequences Released

ETC’s VFX Working Group has published a specification for best practices naming image sequences such as plates and comps. File naming is an essential tool for organizing the multitude of frames that are inputs and outputs from the VFX process. Prior to the publication of this specification, each organization had its own naming scheme, requiring custom processes for each partner, which often resulted in confusion and miscommunication.

The new ETC@USC specification focuses primarily on sequences of individual images. The initial use case was VFX plates, typically delivered as OpenEXR or DPX files. However, the team soon realized that the same naming conventions can apply to virtually any image sequence. Consequently, the specification was written to handle a wide array of assets and use cases.

To ensure all requirements are represented, the working group included over 2 dozen participants representing studios, VFX houses, tool creators, creatives and others.  The ETC@USC also worked closely with MovieLabs to ensure that the specification could be integrated as part of their 2030 Vision.

A key design criteria for this specification is compatibility with existing practices.  Chair of the VFX working group, Horst Sarubin of Universal Pictures, said: “Our studio is committed to being at the forefront of designing best industry practices to modernize and simplify workflows, and we believe this white paper succeeded in building a new foundation for tools to transfer files in the most efficient manner.”

This specification is compatible with other initiatives such as the Visual Effects Society (VES) Transfer Specifications. “We wanted to make it as seamless as possible for everyone to adopt this specification,” said working group co-chair and ETC@USC’s Erik Weaver. “To ensure all perspectives were represented we created a team of industry experts familiar with the handling of these materials and collaborated with a number of industry groups.”

“Collaboration between MovieLabs and important industry groups like the ETC is critical to implementing the 2030 Vision,” said Craig Seidel, SVP of MovieLabs. “This specification is a key step in defining the foundations for better software-defined workflows. We look forward to continued partnership with the ETC on implementing other critical elements of the 2030 Vision.”

The specification is available online for anyone to use.

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