The Motion Picture and Television Fund has unveiled a $350 million fund-raising campaign to be held over the next three years.

MPTF Foundation chair Jeffrey Katzenberg and board member George Clooney made the announcement Thursday at a breakfast event at the Beverly Hills Hotel.

The campaign has already generated $238 million in pledges. The push is aimed at ensuring MPTF facilities and services will continue operating in the face of the rising health care needs of aging baby boomers in the entertainment industry.

“Over the next 20 years, approximately 100,000 industry members and their families, our very own baby boomers, will be retiring,” said MPTF chief exec Bob Beitcher. “And the fact is that today we can’t anticipate what kind of help and support they’ll need from MPTF. But we can be certain that there will continue to be needs that otherwise won’t be filled without the support of our charity.”

Besides Clooney and Katzenberg, donors include Steve Bing, Tom Cruise, Barry Dilller, Fox Entertainment Group, David Geffen, Michael Lewis, Jerrold Perenchio, Todd Phillips, Joe Roth, Patrick Soon-Shiong, Steven Spielberg, Thomas Tull, Casey Wasserman and John and Marilyn Wells.

“This campaign is the way my generation can ensure that MPTF will be there to serve future generations forever,” Katzenberg said.

Katzenberg touted the campaign as a “transformational” milestone for the MPTF, which has been in turnaround mode since its January 2009 announcement that rising costs would force it to shutter its longterm care unit, which had 136 patients at the time, and its acute-care hospital. The MPTF has faced a barrage of criticism for the past three years over that decision, with some questioning the fund’s commitment to its stated goal of “taking care of our own.”

Earlier this year, the MPTF disclosed it would begin admitting new patients for the first time in three years, going from 29 patients to as many as 40. It also announced last week that it was launching a geriatric psychiatric unit on its Woodland Hills campus in partnership with UCLA Health System and its Resnick Neuropsychiatric Hospital.

Katzenberg, CEO of DreamWorks Animation, credited Clooney with working effectively behind the scenes over the past year since he joined the MPTF board, adding, “The worse our situation, the more interested he got.”

Clooney unveiled a vintage coin box emblazoned with the charity’s original name — Motion Picture Relief Fund. “We want to remind everyone that every gift counts,” he said.

Beitcher said Thursday that the longterm care facility won’t be expanded past the current capacity of 40. He didn’t give details as to specifics on possible new initiatives for funds from the campaign other than saying, “We have a long list.”

MPTF execs have emphasized that the fund will continue to operate its independent and assisted-care facilities in Woodland Hills, and half a dozen health centers in the Los Angeles area, along with modernizing the Woodland Hills campus and expanding its medical and social services for biz retirees.