Coming Soon: Pittsburgh to Launch Entertainment Technology Project

With six internationally released, made-in-Pittsburgh films premiering, a new project will connect Pittsburgh entertainment technology with Hollywood.

 

As three big-budget feature films shot in Pittsburgh premiered this past fall, the Pittsburgh Technology Council, Idea Foundry, the Pittsburgh Film Office and Carnegie Mellon University’s Entertainment Technology Center are launching the Pittsburgh Entertainment Technology (PET) Project.

Now showing or coming soon are “Unstoppable” starring Denzel Washington, “The Next Three Days” starring Russell Crowe and “Love and Other Drugs” starring Jake Gyllenhaal, all of which had major portions shot at various locations in the greater Pittsburgh area. More titles, including “I Am Number Four,” “One for the Money” and “Abduction,” starring Taylor Lautner, are slated to be released in 2011.

With these recent movies as evidence of the region’s growing stature among film producers, the PET consortium will showcase new innovations, products and companies in Pittsburgh’s entertainment technology cluster with the objective of introducing those capabilities to Hollywood and attracting additional film and entertainment projects to the region. Those capabilities include 3-D computer graphics and visual effects, music composition, non-traditional viral marketing, branded gaming, online fan community building and a wide variety of other applications.

In addition, the PET will spotlight the region’s talent, especially as it relates to the southwestern Pennsylvania’s top-tier universities.

To that end, plans include a comprehensive inventory of regional assets, a coordinated marketing initiative aimed at Hollywood decision-makers and a trade mission contest, in which companies with the most attractive market-ready products will be awarded a trip to Los Angeles to pitch their work to industry executives.

Previously, the Pittsburgh Technology Council, in partnership with the PET partners, hosted a one-of-a-kind talk with Mk Haley, entitled “Incenting Innovation with New Media.” Haley currently serves as the associate executive producer at Carnegie Mellon University’s Entertainment Technology Center and a leader at The Walt Disney Company’s new research lab at CMU’s Collaborative Innovation Center.

For more information on the Pittsburgh Entertainment Technology Project, visit:

www.pghentertainmenttech.org

For more information on:

The Pittsburgh Technology Council, visit www.pghtech.org

The Idea Foundry, visit www.ideafoundry.org

Pittsburgh Film Office, visit www.pghfilm.org

The Entertainment Technology Center, visit www.etc.cmu.edu

Pittsburgh Filmography

From “The Perils of Pauline” made in 1914 through the soon-to-be-released “Abduction” starring Taylor Lautner, Pittsburgh has been the location for more than 127 motion pictures and television productions. See the complete list at:

www.pghfilm.org/about/about_filmography.jsp

SOURCE Pittsburgh Technology Council   http://www.pghtech.org

Special Guest Blog: By Animation Artist Ariella Furman, CEO of Framed in 3D

Imagine you’re the director on a film set, but everything around you is a vibrantly animated world. You’re also not REALLY in this world; you’re actually at home in your pajamas with your feet kicked up. You’re logged into this world as your virtual avatar; the cast and crew are all avatars as well! Within this world, you have the power to build virtually anything. In fact, this is probably the closest experience you can have to being a higher power. You can change the weather, have buildings fall, stage a light saber battle, all while recording the animated footage into your computer. Works for the control freak in all of us!

This form of virtual world filmmaking is called Machinima. According to Wikipedia, “Machinima” is the use of real-time graphics-rendering (usually virtual world game) engines, mostly 3-Dimensional, to generate computer animation. In a virtual world, avatars and settings are functioning in real time- so you see what a person logged in thousands of miles away sees.

Allow me to take you into my world. Just the other week, I was asked to produce an underwater scene for a corporate training video. The underwater environment was selected as a way to train the company’s workers in an exciting way.

8AM Second Life Time- I log into my computer at about 11AM my time, as virtual world time is 3 hours ahead of us. I watch as my team’s film set rezzes around me—an underwater reef with schools of tropical fish, swaying seaweed, and a large 3-slide corporate powerpoint presentation floating in the water.

9:10 AM SLT- I watch as a puff of smoke formulates around me. Poof, the smoke disappears to reveal a corporate female avatar, who in the human world is Peggy, a professional voice actress.“Hey there, Peggy. Are you rezzed yet?” I speak into my mic. I move my avatar closer and playfully circle around her. “Yes Ariella- Where do you want me?” I raise my avatar hand in the direction of a yellow ball on top of a large rock. “Right there, the pose ball marks the spot. Right click and sit.” I watch Peggy’s avatar pop on top of the rock and the scripting inside it automatically positions her avatar into a professional sitting pose. Occasionally, her hands and head automatically move as if she is explaining something. Peggy’s avatar is set!

9:30 AM SLT- The male manager avatar, David, is here. He takes his position on the pose ball, but a school of tropical tiger fish swim right through David’s head. ‘Darn!’ I thought, ‘’We need to reposition these pesky things.” On my screen, I open up a contacts list and click teleport next to our set designer’s name, Cody. Instantly, I convey the problem, and I see Cody’s avatar hand raised to reposition the fish to a higher position. The fish pop into place. Bravo, Cody!

10 AM SLT- Everyone is set. I ask my two avatar actors to do a sound check- they speak clearly through their headsets from their home offices. Their character’s lips move in sync to what they are saying, a key for editing. I make one adjustment: I am not happy with the lighting so I open up a menu that allows me to move the positioning of the sun in my scene. I watch the beams of light penetrating the water land perfectly on my two actor avatars, softening them up. We are ready to go!

10:30 AM SLT- I turn on my computer software, a mimic of a real life camera. It will actually capture video files of what I see on my screen. I turn on my specialized mouse, which is shaped like a large disc. I twist and turn the disc when I want to move my perspective on my screen. The result? A virtual dolly cam—smooth movements make each shot look professional and smooth. I film multiple takes- close ups, long shots, and moving shots.

1 PM SLT- The shoot is over! I thank my actors, log out of the virtual world and import the footage I just captured into my video editor. The whole step of lugging equipment back and trying to get home after a long day on set? Eliminated!

Once the edit is finished, the client will receive a professionally polished product that cuts between the different angles of the script. Seems pretty standard, right? Except what other company can say they figured out how to teach the actors to breathe underwater? In the virtual world, you can’t help but feel like a sea of possibilities lies in your hands.

By Animation Artist Ariella Furman,
CEO of Framed in 3D

www.framedin3d.com