Intel, DreamWorks take 3D graphics to Super Bowl
Intel and DreamWorks plan to show off the fruits of their 3D
collaboration in a Super Bowl 3D extravaganza this Sunday as DreamWorks
prepares to tap into future Intel Larrabee graphics silicon.
The Super Bowl ad sponsored by DreamWorks Animation, Intel, and NBC will
feature a 3D trailer of the animated movie Monsters
vs. Aliens, coming out in March. A second spot will be a 3D
commercial for PepsiCo's SoBe LifeWater energy drinks. Viewers--as they
will in the movie theater--will need special 3D glasses to see the
effects. (Intel has made 125 million of the InTru3D glasses, which are
available for free at stores such as Target and Best Buy.)
Stereoscopy--which in a primitive form has been around since the
1840s--creates the illusion of depth by presenting a slightly different
image to each eye. Starting this year, DreamWorks will produce all of
its feature films in stereoscopic 3D for use with the special glasses.
DreamWorks CEO Jeffry Katzenberg dons Intru 3D glasses that are used
for viewing the Super Bowl 3D trailer of Monsters
The InTru3D technology will provide more vibrant colors than traditional
technologies that use 3D glasses, according to Jeffrey Katzenberg, chief
executive officer of DreamWorks, in an interview posted on an Intel
"Instead of (traditional) red and blue lensing, there's a different set
of filters that are used" that are better at reproducing color, said
Katzenberg. "The second thing is a greater level of precision in terms
of the broadcast signal--right eye, left eye. The blurry kind of stuff
is cleaned up a lot," he said.
But there's a lot more going on with Intel and DreamWorks than meets the
eye. Think Intel's future Larrabee
graphics chip is just a smoke
screen or paper tiger? Listening to Katzenberg, it sounds very real. "We
are well on our way to upgrading our software to really take advantage
of Larrabee," said Katzenberg, in the Intel video interview. "Larrabee
raises the bar of what we can do not just by 2X or 3X but by 20X," he
DreamWorks is also using Intel software tools. "This is allowing us to
create a completely new paradigm in movies," Katzenberg said, referring
to Intel's InTru3D technology,
which Intel describes as "uniting the best in computer-generated
moviemaking with the latest high-performance processing technologies."
Last year, DreamWorks said it
was dropping technology from Advanced Micro Devices in favor of
Intel--and at that time the two companies announced a strategic
partnership aimed at redefining 3D filmmaking technology. DreamWorks had
been in a three-year partnership with AMD.
DreamWorks uses rendering farms with thousands of Intel processing cores
to create animation.
Before it adopts Larrabee (later this year), DreamWorks will move part
of its rendering farm to Intel's Nehalem processor for servers, due
later this quarter.