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Intel, DreamWorks Announce Next Gen 3-D Technology Collaboration

August 21, 2008

DreamWorks Animation SKG Inc. said all of its films would be in next-generation 3-D beginning next year.

“This is the next innovation for the movie industry,” Jeffrey Katzenberg, chief executive of DreamWorks Animation, said during a Reuters interview.

“It impacts how we make our movies, how movie theaters present our films and how audiences experience our films.”

In a joint announcement at Intel’s Developer Forum in San Francisco on Wednesday, DreamWorks Animation and Intel announced a new 3-D movie image brand called InTru 3D. Financial terms of the partnership were not disclosed.

The company’s first film to use the new brand will be “Monsters vs. Aliens”, due out in March of 2009.

Renee James, head of Intel’s software and solutions business, told Reuters the company’s contribution to the partnership came through its acquisitions of start-up companies, and includes advancements to its “Larrabee” stand-alone graphics chip due in 2009.

“The two of us will be working together to generate new computer animation from the ground up,” James said.

DreamWorks Animation has already announced plans to replace its existing computing hardware with Intel microprocessors and other technology for its large computer-animation operations.

“The quality and creativity of where Intel is headed is light years ahead of what we’ve seen anybody else doing,” Katzenberg told Reuters.

The animated 3-D images can be produced now with digital projectors, and the production process computers offer immense improvements in sophistication.

“The real promise of 3-D is an immersive experience, not an observational experience,” he said.

James and Katzenberg said that after films, the next logical step of the new technology would be with video games, and would extend beyond.

“We want to then move this technology on to the Internet and other experiences,” James said.

Image Caption: At the Intel Developer Forum, Renee James, vice president and general manager, Software and Solutions Group, unveils the InTru̢Ң 3D brand representing stunning computer generated 3-D imagery made possible by the unique combination of Intel technology and DreamWorks creativity.

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