AET's Degrees of Deception

In my last SAVE SMC blog posting, entitled Jim Keeshen's "Great Big Show," I gave an overview of the "Themed Entertainment" Occupational Certificate Program offered under SMC's Academy of Entertainment and Technology. As I revealed, this certificate and its underlying vocational courses, met a rather untimely death. The reasons still remain unclear.

What bothers me more is whether Santa Monica College falsely advertised this program in violation of the Federal Trade Commission's stringent guidelines. The FTC is designed to protect American consumers. On the FTC website, they offer valuable information pertaining to Choosing a Career or Vocational School as follows:

Whether you're new to the job market or looking to enhance your skills, a private vocational or correspondence school can be an excellent starting point for furthering your career. These schools train students for a variety of skilled jobs, including automotive technician, medical assistant, hair stylist, interior designer, electronics technician, paralegal and truck driver. Some schools also help students identify prospective employers and apply for jobs.

While many private vocational and correspondence schools are reputable and teach the skills necessary to get a good job, others may not be as trustworthy. Their main objective may be to increase profits by increasing enrollment. They do this by promising more than they can deliver.

For example, they may mislead prospective students about the salary potential of certain jobs or the availability of jobs in certain fields. They also may overstate the extent of their job training programs, the qualifications of their teachers, the nature of their facilities and equipment, and their connections to certain businesses and industries.

It's not always easy to spot the false claims that some schools may make, but there are steps consumers can take to make sure that the school they enroll in is reputable and trustworthy.

Did SMC and AET promise more than they could deliver? It is apparent that the Academy did mislead students about the salary potential and availability of jobs in the entertainment field as shown in their actual job and internship placement documents and their questionable connections to the entertainment businesses and industries by and through their industry partnerships. The FTC offers a nice Adobe PDF document for download to help consumers identify fraud, deception, and unfair business practices in vocational programs. It further provides information on how to file a complaint.

Santa Monica College may have falsely advertised their Themed Entertainment Major to students online at their website. I did a simple Google search for Themed Entertainment at SMC and found a misleading hyperlink, which could be construed by a potential international student applicant that this occupational program is still in existence. Under Santa Monica College International Student Admission Requirements, SMC Academic and Vocational Fields, SMC lists a 24 unit Occupational Certificate Program entitled "Themed Entertainment." Notice that the semester start year is left blank. The application further asks for personal financial and visa information. The applicant is asked to mail this information to: "Santa Monica College, International Education Center 1900 Pico Boulevard Santa Monica, CA 90405-1628" The internet address is the current one used by SMC. Dr. Piedad Robertson is listed as the Superintendent/President, which points a red flag to me, but the unsuspecting international applicant would not otherwise know that this document is outdated.

The Santa Monica College Course Catalog for 1999-2000 advertises the following:

All Associate in Arts Degree and Occupational programs offered at Santa Monica College are designed to provide students with the necessary skills to compete successfully in related job markets. Many of these programs further prepare students for a successful transition to four-year institutions.

NOTE: All courses listed under individual programs are subject to change without notice. For the most updated articulation information, please consult with a counselor or visit the statewide articulation website at www.assist.org.

Access to Vocational Programs Santa Monica College offers numerous certificate programs as well as individual courses which meet the needs of people in business and industries. The teaching faculty in these programs is well trained with both academic and industry experience. Each occupational program has an advisory board composed of industry representatives to insure that the curricula are current and that they meet industry needs and standards.

The Themed Entertainment Occupational Certificate is listed as a 24 unit program. Under Entertainment Technology, the Course Catalog lists the following course numbers, titles, and associated units earned:

Themed Entertainment Curriculum

Prerequisites* and Advisories
ACCTG 1, Principles of Accounting* 5
BUS 20, Principles of Marketing 3
BUS 21, Merchandising Principles 3
BUS 32, Business Communications* 3
BUS 65, Management Principles 3
BUS 76, Human Resources Management 3
CIS 4, Introduction to Computers with Business Applications

First Semester
ET 1, Survey of the Entertainment Industry 3 (lecture) 3
ET 67, Communication for the 3 (lecture) 3

Entertainment Industry
ET 50, History of Themed Entertainment 3 (lecture) 3
ET 55, Themed Management 3 (lecture) 3

TOTAL 12 UNITS 12 HOURS

Second Semester
BUS 62, Human Relations & Ethics in Business 3 (lecture) 3
ET 51, Theme Park Restaurant Management 1.5 (lecture) 1.5
ET 52, Theme Park Merchandising 1.5 (lecture) 1.5
ET 53, Theme Park Ride Operations 1.5 (lecture) 1.5
ET 54, Theme Park Entertainment 1.5 (lecture) 1.5
ET**, Marketing and Distribution 3 (lecture) 3
of Entertainment Products

TOTAL 12 UNITS 12 HOURS
**This course is in development

Another SMC web page takes me to the Course Descriptions. The course offerings for 1999-2000 under Entertainment Technology are as follows (I've corrected SMC's numerous typos for you):

ET 1, Entertainment Industry Survey 3 units Transfer: CSU • Prerequisite: None. The course begins with a historical overview of the entertainment business and proceeds with introductions to each phase of production from the inception of the project, through the generation of money, production, sale, and marketing of the product.

ET 2, Storytelling 3 units Transfer: CSU • Prerequisite: None. This introductory course covers the fundamentals of storytelling. The course follows the path of storytelling through the ages, beginning with an overview of the history of story from its roots of pictorial and oral tradition, to its modern form of entertainment, the movies, the Internet and computer games. Included will be a look at different cultures and how they used the story form to disseminate information and entertain. Students will examine the way western cultures tell a story and how storytelling was modernized through the invention of new technologies.

ET 4, Interactive Design for e-Business 3 units Transfer: CSU • Prerequisite: None. This lecture course covers the design of web sites combining the power of the web with information systems to improve the success of business, non-profit, educational, and government organizations. Students will study the use of private Intranets, shared Extranets, and the public Internet to connect organizations with their customers, vendors, suppliers, and employees. Topics will include electronic commerce, customer service, marketing, human resources, business-to-business applications, inventory control, and collaborative tools.

ET 5, Production Methods 3 units Transfer: CSU • Prerequisite: None. This course covers the production methods for live action, animation, and interactive media projects. Topics include the production process – pre-production, production, and post production, creating a budget and working up a production schedule. Students will also learn how to manage digital and physical assets and the testing process for interactive projects. Students will participate in team projects in which they produce projects on paper including commercials, animated series, web sites, and games.

ET 7, Entertainment Law 3 units • Prerequisite: None. This course covers legal rights and responsibilities of individuals, agencies, partnerships, and corporations as they apply to contract law and concentrates on the entertainment industry. This course provides a broad overview of the legal issues arising in the day-to-day business of film, television, music, and new media. Students will gain an understanding of the various rights involved in the production and distribution of entertainment product, as well as the basics of rights acquisition and analysis. The course will also cover the legal relationships among talent, agents, managers, and attorneys and the laws governing entertainment professionals.

ET 8, Entertainment Industry Accounting Practices 3 units • Prerequisite: Accounting 2. This course for individuals pursuing careers in business areas of the entertainment industry covers the challenges presented by maintaining the financial records of individual production units. Topics include dealing with payroll service companies, guild regulations, volume of accounts payable, large amounts of petty cash, pre-production and post-production schedules, script breakdown and dealing with the freelance nature of the business.

ET 10, New Media Overview 3 units Transfer: CSU • Prerequisite: None. This survey course is an introduction to the theory of new media covering the history of effects in film and examining the current use of digital effects in film, video, and new media. It traces the evolution of New Media from silent movies and radio programs as separate entities through the joining of these two media. The course focuses on special effects from the beginning of film to today.

ET 11, Computer Skills and Software for Animation and Interactive Media 3 units Transfer: CSU • Prerequisite: None. This introductory course covers the computer skills, concepts, and essential software needed to work successfully in the fields of computer animation and interactive media. Students will learn the use of general computer skills such as file organization for projects, keyboard shortcuts, using local area networks, and using proper file suffixes. Digital image concepts such as vector vs. rastor images, color bit depth, and pixel dimensions will be introduced. Key software applications will be covered for rastor image editing, vector image editing, audio, web browsing, and spreadsheets.

ET 12, Principles of Interactive Design 3 units Transfer: CSU • Prerequisite: ET 11. This computer-based course is designed for students with a knowledge of PC’s including files and folders, launching applications, opening and saving, cut and paste, entering text, use of the desktop, and an understanding of basic applications such as word processing. It is an introduction to interactive design for platforms such as the World Wide Web, interactive design for platforms such as the World Wide Web, CD-ROM, DVD, game machines, and interactive television. Students will learn to think critically about the design issues involved in interactive media, while considering the practical, technical, production, and budgetary constraints. Students will also learn about the history of interactive media, and gain hands-on experience in the basics of interactive design and production.

ET 13, Interactive Design for CD-ROM/DVD/Interactive TV I 3 units Transfer: CSU • Prerequisite: ET 12. This computer-based course is focused on the design and implementation of successful multimedia titles for the CD-ROM, DVD, or Interactive Television platforms. Students will learn the fundamentals of design for these platforms including interactive story telling, navigation metaphors, technical constraints, gaming basics, and usability. Students will gain experience working with media (text, graphics, animation, video, and audio), using authoring environments, and writing scripts to control interactivity. An emphasis will be placed on incorporating media from the Internet into multimedia titles. Students will design and implement multimedia titles that can be included in their portfolios.

ET 14, Interactive Design for the Web I 3 units • Prerequisite: ET 12. Students will learn the fundamentals of web site creation using HTML. They will format pages and create graphics, with constant consideration of effectiveness of their clear communication, and its appropriateness to the medium. Techniques for creating interactive experiences will be taught. Students will learn about the major enhancements to HTML including JavaScript, embedded multimedia, and Dynamic HTML.

ET 16, Interactive Design for the Web II 3 units Transfer: CSU • Prerequisite: ET 14. This advanced course builds on the fundamentals presented in ET 14, and focuses on the skills needed to make complete, commercial quality web sites. Working in teams, students will participate in a directed design and implementation of a medium size web site. Topics include design issues and methodology, design, and implementation of audio and video elements, production processes, teamwork, compatibility issues, optimization, and testing.

ET 18A, Storyboards I 2 units Transfer: CSU • Prerequisite: None. This course covers techniques of storyboards for film and television graphics. It explores uses of the storyboard in planning commercials, short films, titles for filmstrips and other applications. ET 18A is the same as Graphic Design 72. Students may earn credit for one, but not both.

ET 18B, Storyboards II Transfer: CSU • Prerequisite: ET 18A This course continues the storyboard process by utilizing the tools and concepts learned in the beginning storyboard class and adding new techniques. Students will exercise their skills in the art of storyboarding to create more sophisticated and professional stories and storyboards. A review of storyboarding for TV commercials, features, and animated TV series and shorts will be included. Students will also explore the new areas for boarding in special effects, live action stunts, theme park rides and web page designs.

ET 19A, Animation I 2 units Transfer: CSU • Advisory: Art 20A. This course demonstrates basic animation skills needed for film, TV and computer graphics. In addition to hands-on assignments, the course introduces the history of animation. ET 19 is the same course as Graphic Design 73. Students may earn credit for one, but not both.

ET 19B, Animation II 2 units Transfer: CSU • Prerequisite: ET 19A. This course furthers the student’s knowledge in the principles of character acting and explores the world of special effects. Students will create advanced projects in character lip synching and gesturing. Timing and acting of character dialogue will be emphasized. The animation of effects depicting various weather conditions will be included. The history of character animation will be continued.

ET 21, 3-D Modeling 3 units • Prerequisite: None. This course is a study in the creation of 3-D computer generated models including applications such as character modeling, model and space lighting, rendering processes, and tools for special effects.

ET 23, Character Animation 3 units • Prerequisite: None. This course in basic character animation includes basic drawing, color, composition, and storyboarding. Techniques such as timing, weight, anticipation, squash and stretch, overlapping action, successive breaking of joints to create flexibility, composition and staging are also covered. The focus of this course is an in-depth analysis of what makes a character function and how those principles are applied to an animated character.

ET 24, 3-D Computer Animation I 3 units • Prerequisite: ET 23. This introductory 3-D animation course is a study in the creation of 3-D computer generated animation and animation compositions within a PC environment. Students will be introduced to basic drawing, color, animation, character design, composition, and storyboarding as applied to 3-D animation using a variety of software.

ET 25, 3-D Computer Animation II 3 units • Prerequisite: ET 21 and ET 24. This course is a continuation of 3-D Animation I which includes storyboarding and composition. Students will be introduced to keying, color correction, retouching, filters, masks, mattes, painting, and rotoscoping.

ET 29, Animatics 3 units • Prerequisite: ET 25. This is a final project course involving Storyboards, Animatics and computer editing. Students will be required to produce a short film using storybooks and key layouts that will be edited on the computer sing After Effects, Premier and Sound Design.

ET 31, Video Editing 3 units • Prerequisite: None. This course is designed for students interested in the techniques, skills, and theories of editing. The class will provide hands-on experience that will enable students to put theories into practice. Students will learn editing techniques used to enhance, pace, and set the mood for any video project. Students will edit several projects.

ET 33, Scripting for Web Sites 3 units Transfer: CSU • Prerequisite: ET 14. This course is for web site designers who need to extend their skills beyond HTML iin the development of web sites through the use of scripting. The course covers both client and server side (Perl) scripting. Topics include creating animated web pages, client-side forms validation, creating and using cookies to track users, processing forms data, and generating dynamically updated web pages.

ET 35, Lighting and Digital Camera Techniques 2 units • Prerequisite: Photo 1. This course covers the theory and practical use of basic photo lighting principles including 2-D and 3-D techniques and shadow control. Students will be introduced to lighting terms and techniques used in film making. Practical assignments will include using blue screen techniques, including computer merging of environments, digital capture assignments, and Photoshop manipulation.

ET 37, Digital Imaging for Design I 3 units Transfer: CSU • Prerequisite: Graphic Design 34. Using computer technology, this class teaches students how to scan, manipulate and enhance digital images for graphic reproduction using Adobe Photoshop, an image processing software tool; digital image problem-solving with hands-on experience. Entertainment 37 is the same course as Graphic Design 65 I. Students may earn credit for one, but not both.

ET 38; Digital Imaging for Design II 3 units Transfer: CSU • Prerequisite: ET 37. Building on fundamental skills, students learn to implement the more advanced features of programs to create and manipulate images specifically for use in multimedia, digital video, 2-D animation and 3-D animation. Topics include creating textured titles, designing interfaces, compositing with layers, combining techniques to create special effects, preparing images for NTSC, and designing type.

ET 40, Digital Audio Design 3 units Transfer: CSU • Prerequisite: ET 11. This course will introduce students to the fundamentals of digital audio design and provide them with the basic tools to use the technology appropriately, creatively, and effectively. A large element of “hands-on” practical experience will be balanced by an emphasis on understanding the fundamental theoretical principles of the technology and its applications within the entertainment industry. Topics covered will include the basic characteristics and differences between analog and digital audio; principles of good audio design; the essential hardware and software tools of music production in a digital environment; characteristics and differences between the main digital audio formats; basic principles of sound waveform editing; multi-track editing and recording techniques for multimedia and video integration.

ET 41, Advanced Digital Editing 3 units Transfer: CSU • Prerequisite: ET 31 and ET 40. The student will combine skills acquired in animation and interactive courses to design and add the sound tracks necessary to complete advanced projects. Sounds from live mike recordings, prerecorded elements and invented sounds using foley techniques will be included. The principles of sound sweetening and multi-track layering will be addressed, as well as multi-track compositing, mixing voice over, sound effects, and adding music to a master track. Students will also learn advanced digital video editing techniques, integrating video, animation, 3-D animation, and blue screen elements into a finished piece.

ET 43, Web Server Operations 3 units Transfer: CSU • Prerequisite: ET 14. This course is designed for students with an interest in interactive media technical design. It covers the operations of a web server machine and software, including configuration, maintenance, site traffic analysis, and security. Students will lean the principles of how web servers work, and will gain hands-on experience setting up and running a web server.

ET 45, Interactive Design for CD-ROM/DVD/Interactive Television II 3 units Transfer: CSU • Prerequisite: ET 13. This advanced course builds on the fundamentals presented in ET 13, and focuses on the skills needed to make complete CD-ROM titles. Working in teams, students will participate in a directed design and implementation of a small CD-ROM title. Topics covered include design issues and process, production process, teamwork, compatibility issues, testing, creating multimedia audio, video, and graphics, different user interfaces, and future technologies.

ET 47, Web Design Project 3 units Transfer: CSU • Prerequisite: ET 16 This computer based course covers the design and production of a faculty supervised project for portfolio development. Students will produce a finished web site, from creation of the original concept through the completion of the finished project. Emphasis will be placed on media design, information design, interactive design, efficient production practices, and successful communication. Students will work in teams; each team will complete one major project.

ET 49, CD-ROM Design Project 3 units Transfer: CSU • Prerequisite: ET 45. This computer-based course covers the design and production of a faculty supervised project for portfolio development. Students will produce a finished CD-ROM title, from creation of the original concept through the completion of the finished project. Emphasis will be placed on media design, information design, interactive design, efficient production practices, and successful communication. Students will work in teams; each team will complete one major project.

ET 50, History of Themed Entertainment 3 units • Prerequisite: None This course is an overview of the history of themed entertainment from the 12th century to the present. The influences of entrepreneurial individuals such as George Tilyou, Frederic Thompson, Elmer Dundy, Walter Knott, and Walt Disney will be covered. In addition, students will be exposed to the interrelationships between the industry and social, economic, and cultural factors that have influenced themed entertainment.

ET 51, Themed Restaurant Management 1.5 units • Prerequisite: None. Designed for students interested in restaurant management in a themed entertainment environment, this course is a seminar stressing operation and management of food concessions in themed entertainment industry. Students will learn to apply management theory to various types of entertainment food services.

ET 52, Themed Merchandising 1.5 units • Prerequisite: None. Designed to give students an overview of one of the four major areas of themed entertainment, this course is a seminar in the operation and management of retail establishment in the themed entertainment environment. Includes discussion of merchandising in theme parks, themed shopping centers, and themed stores and restaurants.

ET 53, Theme Park Ride Operations 1.5 units • Prerequisite: None. Designed to give students an overview of one of the four major areas of themed entertainment, this course is a seminar in the operation and management of theme park rides.

ET 54, Themed Entertainment 1.5 units • Prerequisite: None Designed to give students an overview of one of the four major areas of themed entertainment, this course is a seminar in the operation and management of theatre and other entertainment attractions in themed entertainment environments such as theme parks, themed shopping centers and themed restaurants.

ET 67, Communication for the Entertainment Industry 3 units Transfer: CSU • Prerequisite: None This course introduces students to basic interpersonal skills involved in the written and spoken communication process specifically designed for the entertainment industry. Students learn various methods of dealing with confidence, presentations, employee/employer relations, conflict-resolution skills involving creative differences and written communication. Lectures on entertainment industry communications, reading assignments, group and individual presentations, and a journal will comprise the major list of requisites.

ET 70, Media Marketing 3 units • Prerequisite: None. This course covers the concepts of marketing strategy, advertising management, sales promotion, public relations, marketing research, consumer behavior and brand management as applied to theme parks and destinations, home video, television, film and consumer products. Students will utilize in-class analysis of case studies, discussions of current events and development of a media marketing plan to apply marketing principles to an entertainment brand.

ET 71, Entertainment Industry Personnel Practices 3 units Transfer: CSU • Prerequisite: None. This course introduces students to practices unique to the entertainment industry. Students will explore positions required for various types of projects, union/guild contracts, specialized sources for recruitment; the impact of State and Federal labor laws on the peculiar needs of the industry.

ET 73, Scheduling Entertainment and Interactive Media Projects 3 units Transfer: CSU • Prerequisite: None. This course introduces the student to the scheduling process for an animated film or interactive media project. Students will create a schedule from a budget using industry-based software. The production of animated commercials, TV series, feature length films, web page designs and video games will be covered as well as the language and vocabulary of budgeting and scheduling.

ET 75, Digital Production 3 units Transfer: CSU • Prerequisite: None. This course covers the mechanics of digital production for animated films and commercials, TV series, short and feature length films. The student will have hands-on experience with the following stages of production: scanning animation drawings, digital pencil testing, digital inking and painting, asset management of scene files, the electronic exposure sheet, sound syncing to picture, background painting, digital compositing and camera moves.

ET 77, Freelancing for the Entertainment and Interactive Media Industries 3 units Transfer: CSU • Prerequisite: None. This course is designed for individuals interested in freelancing or establishing independent studios in the fields of animation or interactive media. Particular emphasis will be placed on portfolios, sample reels, the importance of keeping current with technology, meeting client imposed deadlines and budgets, self-presentation, analyzing the entertainment and interactive media market, strategies of approach and bargaining, and closing the deal. The course will also cover the day-to-day running of one’s shop, dealing with clients and employees, marketing, scheduling and budgeting.

ET 78, The Production Process 3 units Transfer: CSU • Prerequisite: ET 5 and ET 73. This course introduces the student to the business of managing the production of a film or interactive media project. Students will be introduced to the process necessary to bring an animated film or interactive media project to life. Students will focus on how to obtain financing, when to subcontract, staying within the budget and how to handle unforeseen obstacles which arise during pre-production, production and post-production. Topics will include the production of animated projects, commercials, TV series, and feature length films. Web page designs, interactive projects and video games will also be covered.

ET 79, Production Practice 3 units Transfer: CSU • Prerequisite: None. Students will learn about the financial and business components of pre-production, production and post-production. The various roles that the creative, technical, administrative, business and crew personnel contribute to productions will be covered.

ET 84A, 3D Studio MAX Application s1 unit Transfer: CSU • Prerequisite: ET 21. This short, hands-on class in 3D modeling allows students to focus on areas of specific interest to them. Students will work with the instructor to design projects that increase their skill.

ET 84B, Special Topics – Maya 1 unit • Prerequisite: ET 24. This short hands-on course in 3-D modeling using Maya allows students to focus on areas of specific interest to them. Students will work with the instructor to design projects that increase their skill with this program.

ET 84C, Special Topics – Flash 1 unit Transfer: CSU • Prerequisite: None. This short, hands-on course allows students to focus on an animation software program (Flash.) Students will work with the instructor to design projects that increase their skill with this program.

ET 84E, New Media Business 1 unit Transfer: CSU • Prerequisite: None. Students in this course will examine the fundamental trends and technologies that serve as key indicators of the new media and Internet industries and also explore how entertainment companies do business on the Internet. Topics include trends and technology, the Internet market; revenue forecasts; the truth about technology; the infrastructure; multimedia technologies; tools; changing markets; competitive outlook; platform debate; interactive multimedia authoring standards; Director/Shockwave, Java, ActiveX. New Objects; applications of new media; and case studies.

ET 84F, Special Topics – Houdini 1 unit • Prerequisite: None. This short, hands-on class in 3-D modeling allows students to focus on areas of specific interest to them. Students will work with the instructor to design projects that increase their skill with this program.

ET 84H, Animation 1 unit • Prerequisite: None. This short, hands-on course in animation allows students to focus on areas of specific interest to them. Students will be introduced to basic drawing, color, animation, character design, composition, and storyboarding. They will work with the instructor to design projects that increase their animation skills.

ET 841, Movie Magic 1 unit • Prerequisite: None. This short, hands-on course in the use of entertainment industry accounting software allows students to focus on a program of specific interest to them. Students will work with the instructor to design projects that increase their skill with this program.

ET 84J, Premiere 1 unit Transfer: None • Prerequisite: None. This is a hands-on course in editing using Premiere This allows students to focus on areas of specific interest to them. Students will work with the instructor to design projects that increase their skill with this program.

ET 85C, Introduction to Commercials 1 unit • Prerequisite: None In this overview class, students will explore the various aspects of commercial production and analyze the effectiveness of the various genres of the commercial.

ET 88B, Independent Study and Projects 2 units Please see “Independent Studies” section.

ET 89, Figure Drawing 1 unit Transfer: CSU • Prerequisite: Art 21A. This course is designed for the advanced drawing student. Students completing this course will have a familiarity with all major issues involved in drawing and visualizing the figure as an animate, three-dimensional form, and will have developed perceptual and manual skills equal to the challenge of understanding the human body as a structure in space, and in both static and dynamic modes. Comprehension of figure structure will be both anatomical and perspectival with special emphasis on developing a model of the human figure that can be easily visualized in the imagination and adapted for use in animation and related disciplines.

ET 90, Modeling 1 unit Transfer: CSU • Prerequisite: None. This is an introductory, hands-on course in three-dimensional clay modeling. Designed to prepare computer animation students to “think in 3D,” this class emphasizes actual modeling techniques that will be used in virtual computer 3D modeling classes. The student will be introduced to professional model-making skills, vocabulary, tools, and materials.

ET 90A, Internship 1 unit • Prerequisite: 2.0 grade point average and an approved internship with instructor prior to enrollment. The Internship Program is designed to provide the student with on-site practical experience in a related field. Students spend a minimum of 54 hours during the term in a supervised facility. Exit internship evaluation, time log, and oral are required.

ET 90B, Internship 2 units • Prerequisite: 2.0 grade point average and an approved internship with instructor prior to enrollment. The Internship Program is designed to provide the student with on-site practical experience in a related field. Students spend a minimum of 108 hours per term in a supervised facility. Exit internship evaluation, time log, and oral are required.

ET 90C, Internship 3 units • Prerequisite: 2.0 grade point average and an approved internship with instructor prior to enrollment. The Internship Program is designed to provide the student with on-site practical experience in a related field. Students spend a minimum of 162 hours during the term in a supervised design facility. Exit internship evaluation, time log, and an oral are required.

ET 91, Perspective 2 units Transfer: CSU • Prerequisite: None. This is an introductory course in 3-D drawing for animators. Emphasis is on simplified systems of perspective drawing. One, two and three-point perspective will be covered in mechanical as well as free-hand techniques. Perspective will be applied to large objects; buildings (i.e. interior and exterior sets); small objects (furniture, props, etc.); and characters (simplified figures).

ET 92, Figure in Motion 3 units Transfer: CSU • Prerequisite: Art 21A. This course is designed for the student who wishes to focus on drawing the figure in motion. The students will learn how to draw figures with emphasis on the kinesiology of motion as applied to both traditional and computer animation.

ET 93, Quick-Sketch/Rapid Visualization 1 unit Transfer: CSU • Prerequisite: Art 21A. The major emphasis in this course for advanced students will be the ability to draw clear and credible, simplified representations of complex visual phenomena. These phenomena include the human figure at rest or in motion, and the spatial environment pertaining to these figures and their actions. Students will use a variety of media, some of which will be applicable spontaneous reactions to action events. Skill development will include the ability to visualize and invent figures and environments form a variety of viewing angels and light conditions.

ET 94, Color Theory 1 unit Transfer: CSU • Prerequisite: Art 10A. Students in this course will study the development of color perception, harmony, expression, and visualization and the application of color in traditional and digital imagery using a 2-D, 3-D, or 4-D dimensional format through a series of problem solving exercises and projects.

ET 95, Animal Drawing 1 unit Transfer: CSU • Prerequisite: Art 21A. Students who successfully complete this advanced course will have a working understanding of animal anatomy and movement and its comparison to human anatomy and movement as related to drawing. The student will have developed skills in proportional and perspective analysis of animal forms and be able to sketch a variety of animals from both life and through visualization techniques. A basic understanding of rendering surface tones and textures will also be established.

ET 96, Costumed Figure Drawing 1 unit Transfer: CSU • Prerequisite: None. Students will learn to both understand and predict the physical correlation between the figure and its costume, acquiring in the process a knowledge of the structural topology of draping. In order to give the student the ability to model illusionistic fabric in both rapid generalization or in close detail, attention will be given to the planar surface structure (tonal and directional) of draped fabric, in relation to linear perspective and light source. A familiarization with both simple and complex costumes will also be attained along with the usage of a variety of media.

ET 97, Advanced Figure in Motion 3 units Transfer: CSU • Prerequisite: ET 92. This course is a continuation of the study of the animation of the figure in motion. Emphasis will be placed on the expression and fluidity of movement, composition, proportion, perspective, and the introduction of color. Character will be defined by the inclusion of detail, gesture, texture, and expression.

ET 98, Materials Applications 1 unit Transfer: CSU • Prerequisite: None Students in this class will concentrate on the creation of surfaces, textures, and effects. The focus of this course is on materials editors and 2D paint and image manipulation software used in creating, editing and mapping of materials for 3D models.

Wow! I never knew AET offered so many courses five years ago? I counted 68 total courses! Now they are down to 48 courses in the current Spring 2006 listing. Many of the classes are different, making one wonder what happened to the original classes. Yet, Santa Monica College's cached Fall 1999 Schedule of Classes for Entertainment Technology lists only 8 classes:

ET 7, ENTERTAINMENT LAW (3 UNITS)
ET 8, ENTERTAINMENT INDUSTRY ACCOUNTING PRACTICES (3 UNITS)
ET 11, COMPUTER SKILLS AND SOFTWARE FOR ANIMATION AND INTERACTIVE MEDIA (3 UNITS)
ET 70, MEDIA MARKETING (3 UNITS)
ET 75, DIGITAL PRODUCTION (3 UNITS)
ET 85C, INTRODUCTION TO COMMERCIALS (1 UNIT)
ET 91, PERSPECTIVE (2 UNITS)
ET 94, COLOR THEORY (1 UNIT)

That's only 19 units of Academy courses that were "open to all students" at SMC. The page provided this additional information: "Please see page 91 for information on admission to the Academy of Entertainment and Technology, which offers comprehensive course work and entertainment industry internships in Animation, Interactive Media, and Entertainment Production Management." Curiously, Themed Entertainment is not among the list. The only AET instructor whose name was even provided was William Lancaster (a.k.a., Bill Lancaster) who taught two sections of ET 11.

Interestingly enough, Interactive Media Associate Professor Philip Van Allen was Program Coordinator of the Academy of Entertainment & Technology. Van Allen was the Assistant Chair under Keeshen. His duties included the following:

- Completely revised Interactive and Computer Animation curriculums.
- Teach a range of courses including interactive design, scripting/ programming, and digital imaging with high student ratings. Member of college-wide committees: curriculum, academic master plan, and teaching load.
- Hire faculty and schedule over 80 courses each semester.

Van Allen held this position from 1998 to 2002. Van Allen alleged that he scheduled over 80 courses each semester, yet I only counted 68 total courses in 1999 and 48 current AET courses. Where's the other classes? More importantly, where is Van Allen? He started teaching at the Art Center School of Design in Pasadena, California in 2000 and left AET for good in 2002. Van Allen is currently a full-time faculty in the graduate Media Design Program (MDP) at Art Center.

As I stated in my previous blog, rats always flee a sinking ship. Both Piedad Robertson and Winniphred Stone were listed under the 1999 AET "Stewart Street" Administration, now they work together for the ECS along with former SMC Vice-President of Planning and Development, William Shade. According to a Santa Monica College press release, dated January 14, 1997, Darroch "Rocky" Young replaced Shade as VP of Planning and Development. According to then SMC President Piedad Robertson, ""Rocky Young will be invaluable as we draft and implement our facilities and technology master plans and launch our Academy of Entertainment and Technology this fall." Young also has abandoned both SMC and the Academy for a position as Chancellor of the Los Angeles Community College District.

Judith Penchansky, then Assistant Dean of Student Affairs for External Programs, under the "Stewart Street" administration credits is now SMC's Assistant Dean of Judicial Affairs. Lancaster is now the chairman of the Academy, replacing former chair Jim Keeshen (a.k.a., James Keeshen). Katharine Muller continues to act as Dean of External Programs. In Fall 1999, Keeshen earned a salary of $66,110, Lancaster took home $68,175, and Muller clocked in a whopping $95,676. Fast forward six years later, to Fall 2005, and you'll see how profitable it is to administer the Academy. Dean Muller has increased her salary by $14,767, Lancaster by $35,456, and Keeshen by $27,764.

Returning to the issue of SMC's advertising in its 1999-2000 course offerings for the Themed Entertainment certificate, I decided to take a trip back in time to SMC's website for October 1, 1999. I clicked on the link to Academic Programs, which took me to a link for the Academy of Entertainment & Technology under Special Academic Programs. This rerouted me to AET's official website. Here's a screenshot I made:

Notice that "Themed Entertainment" is all lit up nice for us. Similar to SMC's initial advertisement for the Academy urging to "Click for the Money," there's a huge "Need to Know" slogan. So, I clicked on the "curriculum" link and was taken to a Santa Monica College Academy of Entertainment & Technology Courses of Study & Curriculum page. Where was Themed Entertainment? It clearly was not there. There were, instead, three programs: Animation, Interactive Media, and Entertainment Business. I clicked on the last program's old curriculum link and still did not find the Themed Entertainment course listings or programs.

So, which website told the truth? The original SMC website I started with for 1999, the pages I found still in existence in SMC's current website showing their 1999-2000 course offerings, or AET's website which I was rerouted to? Making sure I covered all my bases, I clicked on AET's program link and found that there was only listed the three previous majors I indicated above. However, Entertainment Business was called "Entertainment Production Management." Even more interesting, under AET's partnerships as set forth in their entertainment industry advisory board were included "theme park operators." So, again, I wondered what happened to the Theme Park major?

A very shameless plug in SMC's catalog for Winter and Spring 1997 by Jeff Zabludoff proclaims: “When I was in school, it was frustrating not to be able to get ‘real world’ education. Because of the influence of those of us in the entertainment industry, this program is going to work.” The program he is propagandizing is none of than the Theme Park Occupational Certificate for the Academy. I am told the following:

Creating fantasy worlds is a very no-nonsense business. The pins on theme park planning maps stand for billions of dollars in investment in Tokyo, Anaheim, Orlando and other cities all over the world. “The development and growth of theme parks and restaurants like the Hard Rock Cafe is basically out of control,” explains Jeff Zabludoff of MCA Recreational Services. “Disney alone projects 14,500 new jobs being created by their new Anaheim expansion. So here’s the point: we’re now at a time when the market is tapped out for talented people in our industry. The jobs are there now, but the labor force doesn’t yet exist. So we need to create the talent pool that we can draw from, locally.” And Jeff, as a member of the Advisory Board for SMC’s new Academy of Entertainment and Technology, reports that the business of fantasy is quickly becoming very real at SMC.

“Here’s a college that steps up to the plate and says to us, ‘We want to train people for your industry and we want you to tell us how to train them.’ I’m working to do this with a great bunch of talented people from entertainment,” he continues. “And the people at SMC—like Dr. Robertson and Rocky Young—have been great. We’re focusing now on developing the faculty and curriculum. And then we’ll be concentrating on the internship aspects of the program, a very strong component. Skills are needed in communication, numbers, design and services,” he adds. “And these internships—funneling people into pretty high-paying jobs—won’t involve standing around by the coffee maker. The people we take into our companies will be going to work. The bottom line here is that we're having to hire people from all over the world to be involved in our industry, and we’d rather hire locally. SMC is building a program like no one has ever made before.”

Well, students at the Academy of Entertainment & Technology received no jobs from Disney or MCA Recreational Services, according to AET's Internship and Job Placement public records. MCA Records did hire one single intern from AET. How generous of them. In the Fall of 1998, AET did see 5 internships for their students, 2 internships which led to hires, and one hire by none other than Jim Keeshen Productions. I guess Zabludoff never awoke from his fantasy. I, for one, as a current student at the Academy, consider this more of a nightmare.

The AET official web page for 1999 also falsely claimed: "Classrooms have a computer at every desk." I took courses at the Academy in Storytelling (ET2 - Spring 2003), Interactive Design for e-Business (ET4 - Fall 2003), and Game Development (ET42 - Spring 2005 and Fall 2005), all in different classrooms and none of these rooms had a computer at every desk. Where did those computers go? Or, alternatively, does this statement merely point to the deceptive business practices and fraudulent advertising, which was cautioned by the Federal Trade Commission? Would the FTC also construe Jeff Zabludoff's statements on SMC's website as misleading? I guess it is time to exercise my rights under the California Public Records Act to find more information on these degrees of deception.

-- Des Manttari,
Editor-in-Chief,
Phoenix Genesis

(c) 2005: Phoenix Genesis/MBS LP

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