January 28, 2010

UCLA MEMES Week Premieres Film and Lecture

Dr. Henry Jenkins discussed the use of multiple media platforms

By Justin Tang

As part of its expanding series of programs, UCLA Anderson's Center for Managing Enterprises in Media, Entertainment, and Sports (MEMES) screened the film Art & Copy and hosted a lecture, "Convergence Culture," on January 25 and 26 for hundreds of students and guests as part of MEMES Week.

Art and Copy looks at the stories behind some of the greatest advertisements of recent history, including Got Milk, Nike's Just Do It, and Apple's iPod. "The movie is not about the people, the era, or the advertisements. It's about people with a big idea that looked beyond the task ahead," said Doug Pray, the film's director. After the screening, Pray and the film's producer, Michael Nadeau, held a panel discussion with three advertising innovators, Glenn Cole, Tim Roper, and Patrick O'Neill. 

Dr. Henry Jenkins, most famous for book Convergence Culture: Where Old and New Media Collide, came to UCLA to speak about the concepts of his book. Jenkins argues that storytelling has evolved due to the utilization of multiple platforms of media, or as he phrases it, "transmedia storytelling." Jenkins expounds on the idea, saying, "It is a process where integral elements of a fiction get dispersed systematically across multiple delivery channels for the purpose of creating a unified and coordinated entertainment experience." 

About UCLA Anderson School of Management
UCLA Anderson School of Management, established in 1935, is regarded among the leading business schools in the world. UCLA Anderson faculty members are renowned for their teaching excellence and research in advancing management thinking. Each year, UCLA Anderson provides management education to more than 1,800 students enrolled in MBA, Fully-Employed MBA, Executive MBA, UCLA-NUS Global Executive MBA, Master of Financial Engineering, and doctoral programs, and to more than 2,000 professional managers through executive education programs. Combining highly selective admissions, varied and innovative learning programs, and a world-wide network of 36,000 alumni, UCLA Anderson develops and prepares global leaders.

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