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July 09, 2007
Intel Chips a Key Player in New Disney-Pixar Blockbuster
Intel Corp. joined forces with Walt Disney Pictures and Pixar Animation
Studios on the animated-comedy, "Ratatouille," which debuted in
theaters on June 29 as the No. 1 movie in America. Intel-based
computers have been a key technology ingredient in the digital media
industry for more than 15 years, and for the first time the company is
working hand-in-hand with Disney-Pixar as a major promotional sponsor.
"Ratatouille"
follows the adventures of a rat named Remy, who dreams of becoming a
master chef in the culinary capital of Paris, boasts key breakthroughs
in animation. The technology used to create and render the movie, Intel
Xeon processors with Intel Core microarchitecture, helped build the
emotional and visual excitement by delivering an experience packed with
advances in computer graphics technology including ultra-realistic
water scenes with river rapids, lifelike bubbles and book pages that
literally "wilt" when turning the wet paper.
"There were many
technical challenges in the making of 'Ratatouille,' " said Greg
Brandeau, senior vice president of technology for Pixar Animation
Studios. "Intel's advanced computing capabilities helped Pixar bring
'Ratatouille' to life faster than ever, delivering a 30 percent
performance improvement in the computer-generated animation and visual
effects rendering software. Faster rendering gives lighting designers
more time to create even more realistic images like an animated Eiffel
Tower or Remy the rat's winning smile."
"We are absolutely
thrilled to be developing our first promotion with Intel," said Cherise
McVicar, senior vice president of national promotions and mobile
marketing for Disney. "Featuring their innovative technologies, Intel
has been a 'soup to nuts' collaborator, supporting both the making of
and the marketing of Disney-Pixar's Ratatouille. We're grateful to
collaborate with such an iconic technology company in both advertising
and engaging consumers."
"Movie magic starts with powerful
behind the scenes performances," said CJ Bruno, Intel's director of
Americas marketing. "The same Intel Core technology that gave
Disney-Pixar the performance and flexibility needed to create
incredible realism in 'Ratatouille' can also be used by consumers to
watch, produce and share their own movie magic at home and on-the-go."
Over
the past decade, Intel has worked closely with Hollywood studios to
radically increase the computing capabilities and solutions available
to filmmakers, increasing the realism and quality of films. Intel
technology -- from servers to workstations to software enabling -- has
played a critical role in creating incredible realism in animated films
including "Monsters Inc.," "Finding Nemo," "The Incredibles" and "Cars."
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Source: Intel Corp.
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Source: Intel Corp.
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