HP Expands Strategic Technology Alliance With DreamWorks

13-Oct-04

Advancing the digital technology capabilities of the entertainment industry, HP today announced a three-year extension of its multi-million dollar agreement with DreamWorks SKG. The agreement with DreamWorks designates HP as its sole preferred technology provider for its core technology purchases, including the computing infrastructure for DreamWorks' digital studios. In addition, the companies plan to collaborate on technology innovations in areas such as digital editing, digital cinema and digital asset management. ""There is a digital revolution happening across the entertainment industry -- but there are still legitimate reasons for much of the industry to be caught halfway between digital and analog worlds,"" said Shane Robison, Chief Strategy And Technology Officer, HP. ""HP believes that by partnering, engaging in joint research and co-innovating with leaders in this industry we can help drive this revolution forward."" The DreamWorks SKG agreement also calls for HP to receive certain rights for co-branding and joint consumer marketing initiatives tied to the premier of DreamWorks' 2005 release of ""Madagascar"" and other animated films. ""Our partnership with HP is enabling us to leverage technology in new and interesting ways to enhance our business and empower the creative vision of our filmmakers,"" said Ed Leonard, Chief Technology Officer, DreamWorks SKG. ""Technology is pivotal to our continued success and our partnership with HP is helping to ensure that we continue to shape the future of the convergence of technology and content."" HP and DreamWorks first partnered in 2001 on the original ""Shrek."" In April 2004, the companies announced their collaboration on two digital filmmaking technologies, the Utility Rendering Service and Virtual Studio Collaboration (VSC), which were critical to the development of the blockbuster sequel ""Shrek 2."" HP and DreamWorks are collaborating on the next generation of the VSC solution, which HP plans to make widely available in the near future. For more information on HP visit http://www.hp.com

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