June 11, 2008

HP, DreamWorks Help Kung Fu Panda Soar to New Creative Heights

Palo Alto, Calif. - Moviegoers worldwide are delighted by DreamWorks Animation SKG Inc.’s Kung Fu Panda, featuring breakthrough animation achieved through the combination of HP technology and DreamWorks Animation’s creativity.
   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. 
“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,” says Satjiv S. Chahil, senior vice president, Global Marketing, Personal Systems Group, HP. “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 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.  
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 3D 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 and Best Buy and Circuit City retailers.  
“The Panda” dance additionally will be featured for the month of June on McDonald’s Global Happy Meals Web site and Kung Fu Panda will be on McDonald’s tray liners. On Nickelodeon’s kid-friendly Web site, 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.  
In addition to the Web experience, HP has created an HP/Kung Fu Panda Activity CD. More than 1 million discs will be distributed in retail outlets, as a gift with purchase and at a variety of consumer events. Scholastic will be distributing 100,000 educational kits to teachers across the United States and Canada. These kits will include teacher activities to help children learn about Asian culture, a “The Panda” dance how-to video, and special Kung Fu Panda ring tones and screensavers.