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DreamWorks Animation, Intel form 3-D Alliance

8 Jul, 2008 By: Erik Gruenwedel

Determined to mine more than incremental revenue from 3-D theatrical releases, DreamWorks Animation SKG Inc. and Intel Corp. July 8 said they have formed a strategic alliance aimed at expanding the format's filmmaking capabilities.

DreamWorks Animation CEO Jeffrey Katzenberg has made no secret his desire to repurpose the top grossing Hollywood movies into premium-priced 3-D releases.

The publicly held animation studio previously said, beginning next year, it will produce all of its new titles in stereoscopic 3-D.

In the alliance, DreamWorks will work with Intel software engineers using advanced computer-generated moviemaking technologies such as future chips with multiple processing cores.

“Our objective is to significantly heighten the movie going experience,” Katzenberg said, in a statement. “Technology plays a significant role in enabling our artists to tell great stories.”

The CEO last March said he doubted Blu-ray would evolve beyond “a videophile business,” and questioned whether there existed a “big enough delta between standard DVD and next-generation” to generate widespread consumer adoption.

Katzenberg said he wanted to re-release the top 45 films from the past three years in 3-D to generate significant incremental revenue.

“This is the first thing that has come along since I've been in the movie business that actually creates a premium experience for the moviegoer,” Katzenberg said. “It creates variable pricing. The movie business is the only business in the world where there is no variable pricing. That's ridiculous.”

Separately, Intel is developing and promoting next-generation 3-D viewing technologies beyond the theater, and into the home theater, PCs, video games and online platforms.

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