Intel has upstaged Advanced Micro Devices at DreamWorks Animation. The movie studio has decided to drop AMD and go with processors from Intel, citing better performance and a more promising roadmap.
DreamWorks specifically mentioned Intel's upcoming Nehalem processor and Larrabee graphics chip as reasons for the switch.
Intel and DreamWorks announced Tuesday that they had formed a strategic alliance for 3D filmmaking technology. DreamWorks plans to produce all its feature films in stereoscopic 3D--which requires the viewer to wear special glasses for enhanced 3D--beginning next year. Intel will provide DreamWorks with "the latest high-performance processing technologies, including future chips with multiple processing cores," the companies said.
This is a setback for AMD. The Sunnyvale, Calif.-based chipmaker rolled out its quad-core Barcelona last year at George Lucas' Lucasfilm campus in San Francisco to make a point: Barcelona would be big player in the movie industry. But a series of delays related to a processor bug put a damper on the high expectations for Barcelona.
"AMD maintained a long and fruitful relationship with DreamWorks Animation, beginning in early 2005. Earlier this year, AMD and DreamWorks decided not to extend our marketing and technology relationship. However, DreamWorks Animation is still an important and respected AMD customer and we look forward to having the opportunity to work with them again in the future," AMD said in a statement.
Essentially, DreamWorks looked down the road and liked what it saw coming from Intel better. "When we look at the Intel roadmap, it is more closely aligned with our needs," John Batter, president of production at DreamWorks Animations, said during a conversation with Nanotech: The Circuits blog. "The rendering times have been going up because of the complexity and richness of the images. Then you layer on top of that 3D. Something that's already growing--and doubling it."
Intel had the best technology, Batter said. "You need a lot more horsepower. On Intel's upcoming generation, the number of cores is going to help us satiate the big spike in our needs."
DreamWorks had been in a three-year partnership with AMD, Batter said.
He explained that Intel is also helping DreamWorks to redesign its animation tools. "Our animation tools are all proprietary here. Intel is rearchitecting our software tools...to take advantage of multicore and make our renderer highly scalable as well as making our character animation tools highly scalable."
DreamWorks uses rendering farms with as many as 5,000 cores to create animation and its tools need to be adapted to the increasing number of processor cores, Batter said. The Nehalem chip, for example, is expected to integrate as many as eight cores. Currently, Intel offers no more than four cores per chip. Larrabee is expected by many to offer as many as 32 cores.
Intel Nehalem architecture
(Credit: Intel)Batter specifically mentioned both Nehalem and Larrabee as a reason for the switch to Intel. He said that Larrabee would be "complementary" to Intel's general-purpose CPUs.
Nehalem is due in the fourth quarter of this year and Larrabee is expected in the 2009-2010 time frame.
The first Intel-Dreamworks release will be Monsters vs. Aliens, which is slated to hit movie theaters in March 2009.
Intel and DreamWorks Animation on Tuesday announced a strategic alliance designed to power up the movie studio's 3D authoring tools.
Faced with increasing demand for 3D animated feature films, DreamWorks will receive access to Intel's latest and future high-performance chips, including those with multiple processing cores. Intel's software engineers will also work with DreamWorks to tweak the studio's applications to run on an Intel-based computing infrastructure.
"Technology plays a significant role in enabling our artists to tell great stories. By utilizing Intel's industry-leading computing products, we will create a new and innovative way for moviegoers to experience our films in 3D," Jeffrey Katzenberg, DreamWorks' chief executive, said in a statement.
One of the first projects from the alliance will be DreamWorks' upcoming Monsters vs. Aliens film, which is scheduled for release March 27.
That film is part of DreamWorks' effort to produce only stereoscopic 3D feature films beginning next year.
Just when it looked like Blu-ray was getting the best of HD DVD, the latter scores a combination like Paramount Pictures and DreamWorks Animation.
Both companies announced on Monday that they had agreed to release exclusively on the HD DVD format, which is battling with rival Blu-ray to become the high-definition successor to the DVD disc.
The move by Paramount represents a setback for Blu-ray. The studio has supported both formats and the tally of studios exclusively committed to each format stands at 3-2 in favor of Blu-ray.
Sony, Disney and Fox support Blu-ray, but the momentum may be swinging back in favor of HD DVD.
Paramount, owned by entertainment juggernaut Viacom, saw some sister companies, Nickelodeon Movies and MTV Films, commit to HD DVD as well.
Paramount and DreamWorks Animation citied lower manufacturing costs of the HD DVD discs and lower prices for its players as reasons why deciding to go with the format.
"I believe HD DVD is not only the affordable high-quality choice for consumers, but also the smart choice for Paramount," said Brad Grey, Chairman and CEO of Paramount Pictures, which is currently the leading studio in domestic box office.
It's not whether you get knocked down, it's whether you get up--Vince Lombardi
(Credit: codyl.com)Just when you thought the next-gen DVD war was on the verge of being over, a couple of studios decide to muck things up even further. Today, Paramount and DreamWorks Animation announced that they will exclusively support HD DVD on a worldwide basis.
According to the press release, "The exclusive HD DVD commitment will include all movies distributed by Paramount Pictures, DreamWorks Pictures, Paramount Vantage, Nickelodeon Movies and MTV Films, as well as movies from DreamWorks Animation, which are distributed exclusively by Paramount Home Entertainment."
"The companies each said that the decision to distribute exclusively in the HD DVD format resulted from an extensive evaluation of current market offerings, which confirmed the clear benefits of HD DVD, particularly its market-ready technology and lower manufacturing costs. Paramount Home Entertainment will launch its exclusive HD DVD program with the release of the blockbuster comedy hit 'Blades of Glory' on August 28th and follow with two of the biggest grossing movies of the year 'Transformers' and 'Shrek the Third'."
Until today, Paramount was putting out movies on both Blu-ray and HD DVD, so needless to say, the announcement came as a surprise. Also, all of this comes in the face of reports that on the software front, Blu-ray was outselling HD DVD by a 2-1 margin, and that both Blockbuster and Target would be pushing the Blu-ray format in stores. (Note HD DVD fans: Yes, Target will continue to carry the XBox 360's add-on HD DVD player). Consensus was that things were looking pretty bleak for HD DVD. Is this a game changer?
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