HP Technology Helps DreamWorks Animation’s Summer Feature Kung Fu Panda Soar to New Creative Heights

Published June 13th, 2008 - 12:20 GMT

Moviegoers worldwide are sure to be delighted by the breakthrough animation achieved through the combination of HP technology and DreamWorks Animation’s 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 McDonald’s 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.
“We’ve 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 Patricia Trodd, Marketing Manager, Personal Systems Group, HP Middle East. “By partnering with other leading consumer brands like McDonald’s and Nickelodeon to tell the story of Kung Fu Panda, we can bring DreamWorks Animation’s 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
HP’s 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 HP’s Kung Fu Panda website, Nickelodeon’s website and McDonald’s website. The video also is being featured at local McDonald’s restaurants.
“The Panda” dance additionally will be featured for the month of June on McDonald’s Global Happy Meals website and Kung Fu Panda will be on McDonald’s tray liners.
On Nickelodeon’s 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.
About HP
HP focuses on simplifying technology experiences for all of its customers – from individual consumers to the largest businesses. With a portfolio that spans printing, personal computing, software, services and IT infrastructure, HP is among the world’s largest IT companies, with revenue totaling $110.4 billion for the four fiscal quarters ended April 30, 2008. More information about HP (NYSE: HPQ) is available at www.hp.com.
About HP Middle East
HP is the largest technology and solutions provider in the Middle East with 1100 employees and subsidiaries in Dubai, Abu Dhabi, Riyadh, Cairo, Ramallah, Qatar, Oman and 2 service Joint Ventures in Kuwait and Bahrain servicing the GCC, Egypt and the Levant. HP has been present in the Middle East since 1968 and opened its first regional office in 1994. HP Middle East is the market leader for enterprise, small and medium business and consumer technology products and offers a large portfolio of solutions and services in various business domains.

More information about HP in the Middle East is available at www.hp.com/me

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© 2008 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. HP shall not be liable for technical or editorial errors or omissions contained herein.



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