The DreamWorks experiment, which began with $2.7 billion in funding and ambitions to build a vertically integrated entertainment empire, offers a case study in what happens when creative brilliance meets the unforgiving economics of the studio business. Spielberg, Katzenberg, and Geffen set out to create an artist-friendly alternative to corporate Hollywood, a company that would span film, television, animation, music, and interactive entertainment. They envisioned a massive production campus in Playa Vista that would serve as a self-contained filmmaking city.