Cybermania ’94

The show must go on(line)

From the early proliferation of arcades to the new influx of multimedia computers, the world has witnessed the maturation of electronic gaming and interactive media. Now, in recognition of the advances in this multimillion-dollar industry, Toronto’s Integrated Communications and Entertainment and the Academy of Interactive Arts and Sciences have created Cybermania ’94 The Ultimate Gamer Awards.

Cybermania ’94 is an interactive awards show celebrating the year’s best in computer, cartridge and cd-rom games as determined by the industry and consumers. The first annual event took place on Nov. 5 at Universal Studios Hollywood and was broadcast live on TBS Superstation.

Audience cast votes

Hosted by the ever-popular Leslie Nielsen and Home Improvement’s Jonathan Taylor Thomas (reportedly an avid gamer and computer enthusiast), the interactive event had both theater and home audiences casting votes as well as remote field reports originating from interactive theme park and arcade attractions.

Award nominations were determined by the aias membership after reviewing the current best-selling games in terms of their overall quality and industry sales. Winners were determined by the Academy membership, as well as by a ‘street’ vote where participants from the general public voted via on-line services and telephones. On the night of the show, theater and home viewers (who subscribe to the Prodigy on-line services network) voted as the show progressed. All the results were then tallied by Price-Waterhouse.

Cybermania ’94 is really just the tip of the iceberg. Now a $16 billion industry, interactive products are in almost every home in North America. There are over 10 million cd-rom units on the market and the exponential growth continues.

Where video and computer games were once the realm of children and teenagers, the advent of more sophisticated multimedia has begun to fascinate adults in their 30s and 40s. It is no wonder that the interactive entertainment industry is now larger than the book and movie industry combined.

That’s where ice comes in. A recent incarnation (actually, the result of the amalgamation of Milestone Entertainment and Multiple Images), ice specializes in providing interactive entertainment for broadcast and other multimedia applications.

When Andrew Zucker, president of the aias, was looking for a partner for Cybermania, ice was the only company he knew of that produced both award shows and interactive products.

‘We seemed uniquely qualified to do this (Cybermania,’ says ice executive producer Peter Hayman.

Everyone at ice liked the idea immediately. ‘We felt that it was a strong enough idea that we wanted to, somehow, own the tv show.’ They negotiated with the Academy and began to plan their strategy.

When they started to pitch the show to broadcasters, some were wary that, while it was a good idea, Cybermania ’94 might be a year or so too early. Then they pitched Turner Broadcasting, which jumped at it. ‘We showed them our work, they liked it, they liked us, they said, `Do it!’ ‘ explains Hayman. ‘The people at tbs were very enthusiastic and have been very supportive.’

That’s all well and good, but why are the Hollywood big boys looking to Canada and, in particular, Toronto, to produce their interactive shows?

‘Toronto is becoming an epicenter for the world of interactive entertainment,’ says Hayman, who considers ice to be a leader in the field. ‘Our participation in this show is a signal that we are on top of the world in this very young and burgeoning industry.’

Hayman feels that the University of Toronto media lab is part of Toronto’s strength. The lab attracts people from all over the world who launched into multimedia as soon as it became a reality. Toronto has become home to a considerable pool of good young designers who make up the core of the industry.

World-class

‘Our company,’ says Hayman, ‘has some of the best designers in North America. When we show our work internationally, and certainly down in Hollywood, believe me, people’s eyebrows are raised. We stand up against anybody in terms of quality of the work.’

Two of ice’s first cd-rom projects back this claim. Ideas That Changed the World is a reference type of cd – ‘It’s edutainment,’ says Hayman – about the greatest ideas and inventions of all time. Their second project is about Rodney Matthews, the fantasy artist who did all the yes album covers. ‘It’s a very interesting project,’ enthuses Hayman. ‘You go into this castle, and as you explore it you discover Matthews’ art. It’s part game and part exposition cd-rom.’

Pulling it together

Putting all the parts together is something ice focuses on. Hayman suggests that the combination of all of ice’s varied projects ‘positions us perfectly for the future because the computer graphic designers and artists of today are going to be the directors of tomorrow.’

ice has set its sights on the future and intends to be ready. ‘When this piece of fiber comes into your living room, it’s those who are now getting their feet firmly implanted into this interactive entertainment world who will win the day.’

With Cybermania ’94 under its belt, ice seems to have its feet firmly entrenched.

Cybermania ’94 The Ultimate Gamer Awards will have a repeat broadcast on Saturday, Nov. 12 at 4:05 p.m. (et) on tbs.

(pamela davis is a Toronto-based freelance writer.)