Television

AMD technology lifts 'Madagascar' animation to newer heights

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MUMBAI: The Indian DVD release of the computer-generated (CG) movie, Madagascar on 12 December marks the first consumer promotion AMD and DreamWorks Animation SKG have launched together since the two companies announced a technology partnership earlier this year.

AMD Opteron processor technology played a significant role in the digital magic behind Madagascar.

As the preferred processor provider for DreamWorks Animation, AMD has formed a three-year strategic alliance, which sees the company providing AMD64 technology for next-generation enterprise servers, workstations, render farm nodes, enterprise desktops and enterprise laptops.

Madagascar is the tale of four Central Park Zoo animals who, after spending their lives in blissful captivity, are unexpectedly shipped back to Africa and shipwrecked on the wild and exotic island of Madagascar. The movie, which premiered in the US in May as part of the second largest Memorial Day box-office opening weekend ever, piqued film-critics' interest with its stylised cartoon characters and lush environments. The AMD Opteron processor significantly improved rendering times for Madagascar and enabled digital artists to create never-before-seen images.

"The AMD64 architecture helps the broadest range of PC users break free from creative limitations - ranging from innovators like DreamWorks Animation to a growing community of world-class performers and artists - ultimately to consumers looking to use what the pros use. While your average consumer won't render an entire movie on their PC, they do want to use the same 64-bit technology used by the world's most creative minds," said AMD India president Ajay Marathe.

"AMD64-based workstations and servers give our artists ever-increasing levels of performance. AMD's leading-edge processor technology enables our creative talent to continue to push the limits of their imagination. Madagascar is a breath-taking glimpse of the digital animation possibilities enabled by the power of AMD64 technology," said DreamWorks Animation SKG chief technology officer Ed Leonard.

AMD64 technology made scenes possible within Madagascar that up until now would have been virtually unattainable due to processing limitations. For example, crowds of furry creatures, which have traditionally been considered one of "the holy grails" of animated films due to the complexity of fur animation, were an integral part of Madagascar. The faster rendering times and increased memory bandwidth enabled by AMD64 technology allowed DreamWorks Animation to render scenes with up to 900 lemurs celebrating in a lush jungle - one of many amazing feats displayed in the movie Madagascar.

The AMD64 technology utilised by DreamWorks Animation to help create Madagascar is integral to all AMD products, from servers and workstations to desktop and notebook PCs. DreamWorks Animation will continue to expand its use of AMD products as the partnership between AMD and DreamWorks Animation matures.

HP played a critical role in helping DreamWorks Animation achieve its computer graphics-oriented goals through delivery of powerful and manageable HP ProLiant servers using the AMD Opteron processor.

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