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Philip Lelyveld runs the Virtual Reality / Augmented Reality Initiative at the University of Southern California’s Entertainment Technology Center (ETC@USC), a think tank within the School of Cinematic Arts. The ETC@USC is funded by the six major Hollywood studios plus related service, technology, telco/internet, and consumer electronics companies to advise them on emerging technology-related opportunities, connect them with start-ups and communities of interest, help accelerate adoption of promising technologies, and work to drive standardization and avoid format wars. His VR/AR Initiative studies and works to influence the creative, technical, social, and business issues that will shape this new, emerging art form. Phil is currently working on the rapidly evolving ecosystem that includes immersive media, IoT, AI, and blockchain.