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HP Technology Helps DreamWorks Animations Summer Feature Kung Fu Panda Soar to New Creative Heights
Monday 09. June 2008 - Moviegoers worldwide are sure to be delighted by the breakthrough animation achieved through the combination of HP technology and DreamWorks Animations creativity as DreamWorks Animation SKG Inc.s (NYSE: DWA) highly anticipated summer movie, Kung Fu Panda, hits theaters today.
HP also partnered with DreamWorks Animation, Nickelodeon and McDonalds to bring Kung Fu Panda to life outside the movie theater in fun, interactive ways, including an HP “The Computer Is Personal Again” TV spot featuring Po the Panda, downloadable activities and crafts, and a choreographed “The Panda” dance that the whole family can learn.
“Weve been working with HP for years to develop and implement technology that enhances our creativity,” said Jeffrey Katzenberg, chief executive officer and director, DreamWorks Animation. “With the help of HP technology, our animators are now creating movies that were simply impossible to make even last year.”
The technology and marketing behind the film is the latest example of the ongoing collaboration between HP and DreamWorks Animation that continuously delivers “the next big thing” in the media and entertainment industry. More information on HP and Kung Fu Panda is available at http://hp.com/kungfupanda.
“HP has always been committed to bringing innovations to market that help all types of customers unleash their creative genius, whether they are high-profile studios or everyday people,” said Satjiv S. Chahil, senior vice president, Global Marketing, Personal Systems Group, HP. “By partnering with other leading consumer brands like McDonalds and Nickelodeon to tell the story of Kung Fu Panda, we can bring DreamWorks Animations creativity to life.”
HP technology behind the scenes
HP has helped DreamWorks Animation create groundbreaking animation features from Shrek to Bee Movie. For this latest project, HP technology helped animators solve artistic challenges to bring the story of Po the Panda to life. Audiences will see a wide variety of deeply intricate, organic environments that only exist because of the unprecedented power of HP workstations with multi-core processors.
HP technology allowed DreamWorks Animation to utilize the largest number of moving cameras on any of its films to date. With 400 HP workstations and the largest and most powerful render farm ever used – also powered by HP technology – DreamWorks Animation was able to take creative elements in Kung Fu Panda to new heights. In fact, the film required more than 24 million render hours – four times as many as Shrek.
Kung Fu Panda outside the theater
HPs latest commercial featuring Po the Panda is currently airing in the United States.
Nickelodeon, along with HP and DreamWorks Animation, created “The Panda” dance so kids and parents can learn to dance like the characters in the film. HP also created a wide variety of fun, downloadable projects and crafts, including 3-D characters, customizable backpack tags and puzzles.
A how-to video with step-by-step instructions to help learn the dance, along with various printable projects are featured on HPs Kung Fu Panda website, Nickelodeons website and McDonalds website. The video also is being featured at local McDonalds restaurants and Best Buy and Circuit City retailers.
“The Panda” dance additionally will be featured for the month of June on McDonalds Global Happy Meals website and Kung Fu Panda will be on McDonalds tray liners.
On Nickelodeons kid-friendly website, kids can create a personalized, mash-up Kung Fu Panda video that incorporates music and video, which they can share with their friends and family or post to the Kung Fu Panda Great Wall, where others can vote on their favorites.
In addition to the web experience, HP has created an HP/Kung Fu Panda Activity CD. More than 1 million discs will be distributed in retail outlets, as a gift with purchase and at a variety of consumer events. Scholastic will be distributing 100,000 educational kits to teachers across the United States and Canada. These kits will include teacher activities to help children learn about Asian culture, a “The Panda” dance how-to video, and special Kung Fu Panda ring tones and screensavers.