Public Funding for Electronic Arts Limited

Real-time Interactive Cinematic Content Creation is a two-year project that aims to harness the potential of what will most likely be the single most disruptive force in entertainment over the next decade: Real-time computer graphics. By collaborating to harness and extend the interactive sandbox capabilities of game engine technology, Industrial Light & Magic (UK) Ltd. and Electronic Arts Limited hope to spark a creative revolution by reinventing the way cinematic content is created and produced. By merging post-production with production, artists will become a core part of the front-end creative team–enabling interactive exploration & discovery. There will also be a step change in efficiency: content that takes weeks to create can be achieved in days, even hours. Through the unique opportunity that an inherently transmedia property such as Star Wars presents, the partnership will build a common platform for content creation and production, eventually opening up new market opportunities across all forms of entertainment including the potential of hybrid interactive cinematic experiences for a new generation of consumers.