DreamWorks Planning Big 3D Event for Monsters vs. Aliens
DreamWorks
Animation SKG and PepsiCo's SoBe Lifewater have joined together with
Intel and NBC to create a 3D event for Super Bowl XLIII. The all 3D
Super Bowl commercial break event will mark the debut of DreamWorks
Animation's 3D movie trailer for its feature film, "Monsters vs.
Aliens," which comes to theaters in the U.S. on March 27.
As part
of promotion, over 125 million pairs of free Intel 3D glasses are
planned to be distributed at retail in the U.S.
The
event is supposed to promote 3D technology in entertainment markets
including movies.
Intel and DreamWorks came together last
year to leverage Intel's visual computing products and tools and
DreamWorks Animation's expertise in content creation to improve the
in-theater entertainment experience for cinegoers.
In
an exclusive
interaction with My Techbox Online, John Batter, Co-President of Production for
Feature Animation at DreamWorks Animation discussed the emerging
3D scene in the entertainment markets.
"This
alliance unites the best in computer-generated moviemaking and computing
performance to deliver a new level of in-theater entertainment," said
Paul Otellini, Intel president and CEO. "The high level of inventiveness
at DreamWorks Animation has positioned it as a leader in entertainment
technology, and incorporating the Intel platform allows them to deliver
incredibly rich digital 3D content to the big screen – raising the bar
for the industry as a whole."
"Our
objective is to significantly heighten the movie going experience using
DreamWorks Animation's 3D filmmaking tools," said Jeffrey Katzenberg,
CEO of DreamWorks Animation. "Technology plays a significant role in
enabling our artists to tell great stories. By utilizing Intel's
computing products, we will create a new and innovative way for
moviegoers to experience our films in 3D."
Now,
many big players are focusing on the 3D markets.
Sony Electronics, for example, has introduced its
latest digital cinema technology: a single-projector 3D
adaptor designed to work specifically with its 4K projectors in movie
theaters. The new adaptor uses the full height of Sony's 4K imaging
device, with the ability to display full 2K images for the left and
right eye simultaneously and in parallel, from top and bottom. The 3D
adaptor is expected to be available in March 2009.
In the
planned DreamWorks event, the timeslot will feature a 60-second 3D SoBe
Lifewater commercial marking the return of the ultra-hip SoBe lizards,
who made noise during last year's Super Bowl broadcast with one of the
most talked about spots.
DreamWorks Animation's history-making 3D movie trailer was animated
using Intel's processing technologies and will be broadcasted along with
the SoBe television spot at the end of the second quarter of the game,
which airs on NBC on Sunday, February 1, 2009. Viewers will have the
opportunity to re-use their glasses for a special 3D episode of NBC's
comedy "Chuck," airing Monday, February 2, 2009 (8-9pm ET.)
Intel
has produced over 125 million pairs of 3D glasses, which are being
distributed by PepsiCo through the SoBe Lifewater brand. The glasses
will be disseminated via 25,000 SoBe Lifewater retail displays in
grocery, drug and other retail venues beginning in early January and
will be free to consumers.
NBC
viewers will be alerted to the SoBe Lifewater Super Bowl Displays via a
series of tune-in spots airing beginning on January 19th. Displays and
tune-ins will instruct viewers to use their 3D glasses on Super Bowl
Sunday, with additional messaging, "Don't Chuck Your Glasses," prompting
viewers to re-use them during the special 3D episode of "Chuck," which
will feature a special guest appearance by NBC Sports analyst and Super
Bowl champion Jerome Bettis.
The
60-second SoBe Lifewater spot, directed by Super Bowl commercial veteran
and brand architect Peter Arnell, will mark arguably the first ever
Super Bowl ad cross over event - with the SoBe Lizards sharing the
screen with characters from the upcoming DreamWorks Animation film that
will be showcased in the pod's preceding spot.
The
SoBe Lizards and stars from DreamWorks' "Monsters vs. Aliens" will dance
alongside current NFL stars in what promises to be among the most
highly-anticipated commercials on Super Sunday. The spot features a
modern interpretation of the ballet Swan Lake, and the rhythmic effects
when the players and creatures are infused with the refreshing impact of
SoBe Lifewater, says DreamWorks.
"Monsters vs. Aliens" is DreamWorks Animation's first film produced in
Ultimate 3D technology. The movie, according to the company, reinvents
the classic '50s monster movie into an irreverent modern-day action
comedy. It’s directed by Rob Letterman and Conrad Vernon.
