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Author Lee, Newton
Source ACM Digital Library
Content type Text
Publisher Association for Computing Machinery (ACM)
File Format PDF
Language English
Abstract ELECTRONIC ARTS ANNOUNCES MULTI-MILLION DOLLAR GIFT TO USCSCHOOL OF CINEMA-TELEVISION'S INTERACTIVE MEDIA DIVISIONFunds Will Expand School's Global Leadership in Computer GameResearch and EducationPress release belowELECTRONIC ARTS ANNOUNCES MULTI-MILLION DOLLAR GIFT TO USCSCHOOL OF CINEMA-TELEVISION'S INTERACTIVE MEDIA DIVISIONFunds Will Expand School's Global Leadership in Computer GameResearch and EducationFOR IMMEDIATE RELEASEREDWOOD CITY, Calif., March 22, 2004, 2004 - Electronic Arts(EA) (Nasdaq: ERTS) announced today that it has made amulti-million dollar donation to the USC School ofCinema-Television (USC-CNTV) to advance interactive media educationand create a launch pad for the next generation of interactiveentertainment. The contribution, part of EA's global educationaland talent development effort, will fund two new facets ofUSC-CNTV's Division of Interactive Media: the Electronic ArtsInteractive Entertainment Program and the Electronic Arts EndowedFaculty Chair. The EA Interactive Entertainment Program is a 3-yearMaster of Fine Arts degree program. The program will help forwardUSC-CNTV's goal to educate the next generation of high-level gamingdesign and visionary thinkers in what will be one of the 21stCentury's primary entertainment media."The School's rich storytelling tradition and long-standingcommitment to technological experimentation make it an idealpartner for EA," said Don Mattrick, President, Electronic ArtsWorldwide Studios. "This is an excellent opportunity for EA toinvest in the future of the industry by providing today's studentswith the skills and knowledge they will need to push technology andentertainment forward." Mattrick, the newest appointee to theSchool's Board of Councilors, will be part of a high-profile team -the ranks of which include entertainment giants Jeffrey Katzenberg,George Lucas, Steven Spielberg, John Wells, and Robert Zemeckis -that will work to ensure that interactive media studies at USCcontinues to move confidently in the direction of growth andinnovation."This gift clearly demonstrates EA's commitment to expanding thefrontiers of game design, and to developing a well rounded, highlyskilled, and forward-thinking talent base overall," said ElizabethM. Daley, Dean, USC School of Cinema-Television. "The School'sposition as an international academic leader is further solidifiedby its relationship with the world's number-one interactiveentertainment developer - a partnership that will set new standardsof excellence in a field that is truly changing globalculture."The EA gift will fuel the growth of the School's InteractiveMedia Division's gaming component, and enable the Division, headedby Scott Fisher, to define and expand this nascent, multi-facetedfield. With the aid of these funds, the School will grow itsefforts to graduate students who are visionary thinkers, but whoalso have a deep understanding of the crafts and skills required toproduce quality content for a diverse media array. Specifically,the Electronic Arts Interactive Entertainment Program will spawnthe creation of a curriculum and research lab to explore theboundaries of interactive entertainment and to study the emergingdiscipline of game development. The gift will enable the creationof an intra-USC gaming community that will bring together creativeand technical expertise in cinema-television, the arts, andtechnical sciences, and will provide students with invaluablereal-world experience through internships and work-study programsat EA, including its newest Los Angeles campus.The Electronic Arts Chair will enable the Division to meet theintensifying demand for talented game developers who are solidlygrounded in story and content. The endowed funds to support facultyspecializing in game development elevates the field into the ranksof other professions, such as law and engineering, worthy ofscholarly study and specialized training."It's astonishing how quickly games have become an essentialpart of the entertainment arts, and there is no better place thanUSC to nurture the creative and conceptual thinkers who will takethe medium to places we can only imagine," said USC alumnus GeorgeLucas, a longtime supporter of the School of Cinema-Television, thefounder of game-design studio LucasArts and the filmmaker behindthe Star Wars series. "USC is a major force in cinema education,and thanks to Electronic Arts, it can become a leader ininteractive arts education as well.""To create the next generation of entertainment, we need thenext generation of talent," said Rusty Rueff, Executive VicePresident of Human Resources, Electronic Arts. "Meldingstorytelling, art, music, game design, and technology has become socomplex that it is imperative for tomorrow's designers andproducers to acquire an education with both depth and breadth inorder to achieve success in our ever-growing industry.""Our new development studio in Playa Del Rey and this investmentreflect EA's long term commitment to Los Angeles and SouthernCalifornia," said John Batter, Vice President and General Manager,Electronic Arts Los Angeles. "We are proud to be expanding ourpresence within the region by fostering creativity througheducation and by stimulating current and future growth within theentertainment industry."
Description Affiliation: The Walt Disney Company, Burbank, CA (Lee, Newton)
Age Range 18 to 22 years ♦ above 22 year
Educational Use Research
Education Level UG and PG
Learning Resource Type Article
Publisher Date 2008-03-01
Publisher Place New York
Journal Computers in Entertainment (CIE) (CIE)
Volume Number 2
Issue Number 2
Page Count 1
Starting Page 3
Ending Page 3


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Source: ACM Digital Library