- HP Technology Powered by AMD64 Processors Help Cast of Furry Animals Achieve Stellar Performance —
AMD (NYSE: AMD) announced today that HP servers and workstations powered by AMD64 processors contributed significantly to the digital magic behind DreamWorks Animation’s (NYSE: DWA) comedy, “Over the Hedge,” which opens today.
The use of AMD64 technology helped DreamWorks Animation enhance the artistry of “Over the Hedge,” arming digital artists with the processing power necessary to create the film’s breathtaking imagery.
“Over the Hedge” is about RJ, a traveling raccoon who encourages a group of animals to venture over a large hedge in search of food. The adventure unfolds when the animals interact with humans living nearby.
“Audiences have come to expect a more immersive experience in every computer animated film,” said Jeffrey Katzenberg, DreamWorks Animation co-founder and CEO. “As a leader in this field, DreamWorks Animation holds itself to the highest standards of innovation and excellence. And that’s why we partner with AMD. Their products and commitment to our partnership result in better animation.”
“AMD64 technology offers outstanding performance per watt, delivering the power and performance that DreamWorks Animation’s artists need to continually raise the bar of computer-generated animation and achieve greater on-screen detail while saving time,” said Henri Richard, executive vice president and chief sales and marketing officer, AMD. “Consumers can enjoy the same level of computing performance at home or practically anywhere with desktop and notebook media center PCs based on AMD Athlon? 64 X2 dual-core processors.”
DreamWorks Animation digital artists created much of the lighting and special effects for “Over the Hedge” using HP xw9300 workstations and HP DL145G2 ProLiant servers powered by Dual-Core AMD Opteron? processors. These systems provided more than 30 percent additional computing power over DreamWorks Animation’s previous generation of systems, helping artists work on multiple scenes simultaneously – similar to how PCs based on AMD Athlon 64 X2 dual-core processors help consumers improve multi-tasking capability. DreamWorks Animation production management staff also used HP Compaq nx6125 notebooks based on AMD Turion? 64 mobile technology to help streamline a variety of production activities.
In the largest and most powerful render farm ever used for a DreamWorks Animation film, HP servers powered by Dual-Core AMD Opteron processors delivered more than 15 million combined render hours to turn digital information into full-fledged images of fur and foliage, not to mention water, fire, an explosion of artificial nacho cheese flavoring… and virtually everything else that can be seen on the screen.
“Today’s computer-generated filmmaking demands ever increasing performance of technology,” said Jim Zafarana, vice president and worldwide marketing manager, Workstation Global Business Unit, HP. “By partnering once again with DreamWorks Animation and AMD, HP is helping to enable filmmakers to create visually stunning films that fans can enjoy in the theater or at home.”
As the Preferred Processor Provider for DreamWorks Animation, AMD provides AMD64 technology for desktop and notebook PCs, as well as servers, workstations and render farm nodes used by DreamWorks Animation’s artists in their computer-generated filmmaking process.
Consumers have the ability to tap into similar technology used by DreamWorks Animation’s artists with PC systems powered by AMD Athlon 64 X2 dual-core processors and AMD Turion 64 mobile technology. With AMD’s dual-core technology, home users can usher in the next generation of digital media software for fantastic high-definition video creation and editing, downloading and retouching photos, as well as music recording and mixing.
About AMD64
The AMD64 processor platform is the gold standard for 64-bit computing. AMD64’s Direct Connect Architecture evolves industry standards to deliver break-through performance on single- and dual-core processors, reducing bottlenecks inherent in traditional front-side bus architectures. AMD64 technology is also designed to enhance the security of computing environments by integrating Enhanced Virus Protection* technology enabled by advanced anti-virus features in current versions of Linux?, Microsoft? Windows? and Solaris operating systems.
Today, 90 percent of the top 100 and more than 45 percent of the top 500 of the Forbes Global 2000 companies or their subsidiaries are using AMD64 technology. Since their 2003 introduction, AMD64 processors have earned more than 160 industry awards and the support of more than 2,000 OEMs, hardware and software developers, system builders and distributors. For more information on the AMD64 processor platform, see www.amd.com/amd64 .
About AMD
Advanced Micro Devices (NYSE: AMD) is a leading global provider of innovative microprocessor solutions for computing, communications and consumer electronics markets. Founded in 1969, AMD is dedicated to delivering superior computing solutions based on customer needs that empower users worldwide. For more information visit www.amd.com .
AMD, the AMD Arrow logo, AMD Athlon, AMD Turion, AMD Opteron and combinations thereof, are trademarks of Advanced Micro Devices, Inc. Other names are for informational purposes only and may be trademarks of their respective owners.
*Enhanced Virus Protection (EVP) is only enabled by certain operating systems including the current versions of Microsoft? Windows?, Linux?, Solaris and BSD Unix. After properly installing the appropriate operating system release, users must enable the protection of their applications and associated files from buffer overrun attacks. Consult OS documentation for information on enabling EVP. Contact software application vendors for information regarding use of the application in conjunction with EVP. AMD strongly recommends that users continue to use third-party anti-virus software as part of their security strategy.
AMD’s Leadership in Professional Digital Media Creation Market
Since 2001, AMD has made a concerted effort to focus on the needs of innovative digital artists and producers in the entertainment industry. These digital content creators are among the most demanding technology drivers in the world. By working directly with the world’s foremost digital content creators to better understand their needs and workflows, AMD has been able to continually improve our technology for digital media professionals and consumers alike.
With the arrival of AMD64 technology in 2003, digital content creators began to interact with technology differently, “performing with the computer” as opposed to “working on a computer”. With decreased render times for digital animation and special effects, as well as the ability to increase load levels for audio production, many artists and producers have found that AMD64-powered systems allow them to create digital content with complete confidence and without limiting their creativity.
Some notable examples of AMD’s digital media customers and users:
Sin City – Robert Rodriguez’s critically acclaimed animation/live action film
Live audio recording of Eric Clapton’s Crossroads Guitar Festival DVD
AMD64 Masters Group – evangelizing AMD64 technology:
Phil Ramone – 9 Grammy Awards
Elliot Scheiner – 5 Grammy Awards
Frank Filipetti – 3 Grammy Awards
George Massenberg – 3 Grammy Awards
Chuck Ainlay – 1 Grammy Award
Rory Kaplan – Queen, Paul McCartney, etc.
Dan Gregoire – Pre-Visualization for motion pictures
Mark Knopfler
New album Shangri-La; Live recording of Shangri-La World Tour
Dire Straits “Brothers In Arms, 20th Anniversary Edition” 5.1 remix
Won Grammy Award for Best Surround Sound, 2005
Dweezil Zappa
Rebuilt father Frank Zappa’s legendary Utility Muffin Research Kitchen studio around AMD64 technology
“Matisyahu Live At Stubbs” recently certified Gold Record by the RIAA
Grand Ole Opry Live from Nashville, TN
Grand Ole Opry’s special Carnegie Hall event
Austin City Limits – television’s longest running live music program
For more information, please visit www.amd.com/live .
Contact:
Lynn Yong
AMD Far East Ltd.
Consumer Marketing Manager
(65) 6559-9951
[email protected]
Press Release issued by:
PC & Associates Consulting Co., Ltd.
Suchai Chalermthanasak
0 2971 3711
[email protected]
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