Activision Inc., a computer software game company, has hired a Hollywood executive to develop projects.The L.A.-based software-maker has brought aboard Alan Gershenfeld, 33, a production executive from indie producer Ed Pressman’s Pressman Films, as vice president of creative affairs. At Pressman, Gershenfeld worked as post-production delivery supervisor on “Storyville” and “Homicide.” “He is responsible for all the new projects and development,” said Robert Kottick, Activision chairman and CEO. “He’s a tremendous talent.” According to Gershenfeld, who came aboard in early June, he will be looking for properties that might fit with Activision’s product list of video games. The company currently has a top-10 hit, “Mechwarrior,” on the market. He will also be working with Hollywood writers to develop characters for software titles. Activision is also working on CD-ROM interactive titles for Sega and 3DO. Gershenfeld is charged with developing projects that an take advantage of high-quality images. The move signals the growing demand for Hollywood talent by entertainment-based software companies. On Monday, 20th Century Fox president Strauss Zelnick announced he was leaving the studio for Crystal Dynamics, a game developer for 3DO.