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Samsung, DreamWorks Tout Partnership

23 May, 2011 By: Chris Tribbey

GLENDALE, Calif. — Jeffrey Katzenberg, CEO of DreamWorks Animation, said there’s a simple reason for his studio’s ongoing partnership with Samsung Electronics.

“I’m not sure there’s any place on the planet that’s as engaged in the creation of high-end digital content,” he said speaking at the studio. “In order for us to see the quality of what we’re working on, we need the best monitors. Our people work on them every day.

“My final compliment to [Samsung]: I have them in my home.”

Samsung and DreamWorks Animation began their partnership a couple of years ago, with the latter giving the former exclusive rights to bundle Blu-ray 3Ds with their 3DTVs, starting with Monsters vs. Aliens. Katzenberg said May 19 that the partnership would continue at least until Kung Fu Panda 2 is released on 3D Blu-ray. The film will be released in theaters May 26.

Samsung is leaving no doubt that it's serious about 3D: The company has doubled its 3DTV line-up for 2011, compared with 2010.

“The demand for 3DTV will grow five-fold,” said Samsung North American EVP David Steel, adding that the company will continue to focus its efforts on active shutter glasses, versus passive glasses. “It’s not about a format war. Samsung is committed to active because it can deliver the best possible video.”

As for its TV connected applications, Eric Anderson, Samsung VP of product and content solutions, said that by May 22 more than 5 million of the apps had been downloaded since Feb. 25, 2010. In the United States, YouTube was the most-downloaded application. He added that Samsung expects that by 2014, 80% of HDTVs will be smart TVs.

“On the content side, it comes down to control,” he said.

Samsung currently offers more than 550 applications, a full quarter of them being games.

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