1 In Barrie Barrell (Ed.), Technology, Teaching and Learning: Issues in the Integration of Technology (Calgary, Detselig, 2001). Inverted Hollywood: The Pitch for e-Knowledge meets Pre-Service Teacher Education Lisa Korteweg, University of British Columbia To open this chapter, I begin with a confession. While I have learned enormously from research articles and scholarly texts, I have also learned a lot from movies. Like most typical pre-service teachers, when I entered my teacher education program, I had ingested more celluloid than I had academic articles. To frame this chapter, I am going to fuse the theme of increasing the use of online resources in teacher education with movie making: I am going to give you a movie pitch for the Public Knowledge Project – The First Installment. I am intentionally choosing a movie pitch script for this chapter to illustrate several points. Not the least of which is that scholarly communication in general (through online or any means) has a problem of Inverted Hollywood. Scholars or academics have wonderfully substantial content to deliver but we often lack the means to motivate users to visit our web sites and to read our articles. Hollywood, on the other hand, can motivate high interest amongst the public but can rarely deliver any substantial content (Norman, 1993, p.5). In this chapter, I intend to make the analysis of the Public Knowledge Project more 'Hollywood' and, in the process, hopefully motivate a few readers to visit the Public Knowledge Project website 1 . The Movie Pitch Structure A movie pitch structure usually contains the following bolded elements. In order to demonstrate how this structure applies to movies, I draw upon the example of a recent academy award nominee movie, Chocolat. A movie begins with a hero who has a motivation. For example, Vianne, the heroine in the movie Chocolat , is a single mother in the 1950s who wishes to open a chocolate shop in a small conservative French town. She wishes to make this town her home by having a successful business and putting down roots. But, the clock is ticking and the time is beginning to run out for the achievement of the goal. In Chocolat, Vianne is being boycotted by the town's mayor, Comte de Reynaud. To the nobleman-mayor, the chocolaterie's vendor represents desire and lust, grave sins that are to be especially resisted during the pious season of Lent. Vianne's time is running out for her business to take hold and for this town to accept her. Or else - if Vianne does not befriend the mayor, the strongest leader in the community, he will continue to dissuade the townsfolk from frequenting her shop or accepting her as a community member. But luckily, the heroine befriends other members of the community and they buy her chocolate and enjoy her company. But luckily, the mayor realises the sensual pleasure of chocolate and is willing to accept Vianne into the community. And, our heroine realised that she wanted to stay in this community and make it her permanent home. So, just in the nick of time, just as Vianne was ready to declare defeat and move on to 1 http://pkp.ubc.ca