Putting the Fun in DVD - Inside EMA Multimedia

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Inside EMA Multimedia
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To resolve this challenge, the EMA team created a root menu system for each disc. When you play each of the program discs, all start with the title animation, and then you see a common main menu. All the main menus are basically the same, but as you move from disc to disc, subtle graphic elements are added to the background of later screens, to "visually underscore the building drama of the series." From this main menu, you can then navigate to a menu for each episode on the disc, which has its own unique look, appropriate to the episode. Each episode menu then allows you to navigate the episode's chapters, and view a cast and crew list. To help create the actual menu graphics, HBO provided a host of production artwork and publicity photographs. But most of what you see in the menu screens was custom designed in-house, using Macintosh G3 computers and a variety of software packages, including Adobe Photoshop. There were often legal reasons for this - some of the NASA materials are cleared for such use, but others are not. So if EMA artists saw a particular photograph they liked, they often recreated it digitally.

Above Left: root menus for discs 1-3. Note that each new menu has subtle additions and variations to the background. Above Right: individual menus for the first 4 episodes. Each episode menu has its own unique look.

With the basic menu strategy set, the first three discs were relatively straightforward. The fourth disc, however, would be unique. Says Bonnabel, "HBO gave us the fourth disc to run with. They knew they wanted to include the two featurettes, and all of the promo spots for the series." But beyond that, EMA was free to come up with ideas. "So we just started brainstorming. We came up with everything we could think of. We even asked our family and friends what they thought would be cool." The result was a list of many different concepts, from which HBO selected the final contents of the disc.




Above: some of the features and menu screens found on the fourth disc of From the Earth to the Moon.

EMA wanted the fourth disc to have a life of its own - to function as an educational tool about space exploration, as well as to provide insights into the production of the series. To accomplish this, it was decided that the disc would have DVD-ROM features, and that a special web site (called the Docking Station) would be created, which would be accessed through the fourth disc (the site is part of HBO's hbodvd.com, which EMA also created). "We wanted this disc to serve as the ultimate convergence of DVD Video, and DVD-ROM, with ties to the Internet," Pace explains. "With the web site, we can keep adding content, so the experience of From the Earth to the Moon can continue beyond just watching the series. This disc should serve as a time capsule. For anyone who wants to investigate the subject of space exploration, this disc is a terrific starting point." Here again, EMA found room to innovate. Previous DVD-ROM titles (Lost in Space, for example) had the disadvantage of not being accessible by users with Macs. For a variety of technical and political reasons, DVD specs for Apple systems have lagged behind the PC.
EMA sound designer Ron Kujawa working on new DVD sound elements.	So EMA devised a clever work-around. By creating all of the ROM features in HTML format, these portions of the disc can be easily accessed by web browsers across all platforms. In addition, nothing on The ROM Side of the Moon (as it's called) requires a plug-in, meaning that other than a browser, no additional software needs to be installed.
EMA artists spent months creating and finalizing the contents of the set. And out of respect for the care the producers of the series followed to be accurate, every element that went into the DVDs was double-checked. "We knew who our audience would be - they'll know if we get anything wrong." So great was this attention to detail, that EMA had some six people doing research. "We even had someone out at JPL, checking our facts." That attention definitely shows in the final product. When you navigate the Virtual Tour of the Solar System, for example, each planet has exactly the right rotational axis and speed, and the correct number of moons orbiting it. All in all, more than 375 menu pages were created by EMA for From the Earth to the Moon on DVD, along with custom background music and sound effects, and just over 30 minutes worth of animation (at roughly a gig per minute). Some 28 gigs of material were created for the fourth disc alone (which would later be compressed via MPEG-2 to fit on the disc). So much animation and graphics were created, that disc space at EMA was extremely scarce, and rendering time was at a premium. EMA worked their computer hardware so hard, in fact, that they reported the first instance of a Mac G3 catching fire. Bonnabel and Ballew smile at the recollection. "We called Apple and they said, "Wow, that's never happened before!""

When all of the materials were complete, they were sent to the authoring facilities, who began to assemble the interactivity of the program (the California Video Center or CVC for the first three discs, and AIX for disc four). Among the materials sent out, were stacks of Zip and Jazz discs, and several binders full of flow charts, to show the authoring technicians just how to put everything together. In addition, EMA staffers spent many hours at both CVC and AIX, answering questions and checking the quality and integrity of the authoring. Test discs were put through their paces in every manner of DVD player and DVD-ROM drive that could be found. Finally, when everything passed quality control, the Digital Linear Tapes (DLTs) were sent on to WAMO for replication (Warner's Advanced Media Operations plant).

All that remained was to design the packaging. HBO had selected the particular type of packaging to be used, but EMA artists created all of the artwork, and the overall look and feel, from the metallic embossed slip case, to the trivia booklet, and the individual disc stamping. By late September, the majority of EMA's work was complete.

"This was a huge team effort for EMA. Work was going on 24 hours a day," says Ballew. "We were drawing straws to see who got to sleep on the couch some nights." From the Earth to the Moon was definitely a labor of love for those involved at EMA Multimedia. "We really lived this title for a long time," said one staffer. "It was tough to let it go - like watching your baby leave home."

EMA artist and illustrator Tony Peluce at work.

Indeed. On my most recent visit to EMA, I had the honor of bringing along the first final production copy of the From the Earth to the Moon set that they had seen. Their excitement was obvious. We immediately loaded up the DVD changer in the lobby, and started playing with the discs, checking each one, scanning through all the features. Staff members gathered around, some wanting to see the result of all their efforts, and some just to hold the package in their hands, almost reverently. I can vouch for this - they weren't kidding when they told me they're big fans of DVD.
The staff at EMA Multimedia.	There was one last intriguing insight that the folks at EMA let me in on. Pace told me that, in an effort to push the set just that much further, they actually contacted producer Tom Hanks, to see if he would be willing to record something for the set - a new interview or introduction. Hanks was planning to do so, but was ultimately unable to work out his schedule. He was in the middle of production on his latest film, The Green Mile, at the time.
But Hanks did have one piece of advise for the EMA staff, about From the Earth to the Moon on DVD. When he called with the news that he couldn't be involved, he reportedly said that whatever else the DVDs were, in the end, "they'd better be good." Rest easy, Tom. They're very, very good. I'd like to thank Michael Pace, David Bonnabel, Jefferson Ballew and everyone at EMA Multimedia, for providing the information and materials needed for this article, and for allowing me to spend a couple of afternoons in their offices, discussing all things DVD. They are definitely, in my opinion, the very best at what they do. I can't wait to see what they come up with next. So to everyone at EMA, keep up the good work! You can learn more about EMA Multimedia by visiting their web site: http://www.emamultimedia.com And be sure to read my in-depth review of From the Earth to the Moon on DVD. It's definitely a set not to be missed. As always, I welcome your comments. Bill Hunt, Editor The Digital Bits