Despite the current economic turmoil and business downturn in many of the traditional forms of entertainment such as film, music and record sales, entertaiment continues to evolve. People are still finding ways to satisfy their need for entertainment and social interaction and are using technology to do so on a more cost-efficient basis. For example, the Entertainment Industry Foundation is partnering with world-class scientists to get the Stand Up To Cancer (SU2C) initiative organized and underway.