MUMBAI: Intel Corporation joined forces with Walt Disney Pictures and Pixar Animation Studios on the animated-comedy, Ratatouille.
This is for the first time that Intel is working hand-in-hand with Disney-Pixar as a major promotional sponsor.
Ratatouille follows the adventures of a rat named Remy, who dreams of becoming a master chef in the culinary capital of Paris, boasts key breakthroughs in animation. The technology used to create and render the movie, Intel Xeon processors with Intel Core microarchitecture, helped build the emotional and visual excitement by delivering an experience packed with advances in computer graphics technology including ultra-realistic water scenes with river rapids, lifelike bubbles and book pages that literally Ã¢â‚¬Å“wiltÃ¢â‚¬Â when turning the wet paper.
Ã¢â‚¬Å“There were many technical challenges in the making of Ratatouille. IntelÃ¢â‚¬â„¢s advanced computing capabilities helped Pixar bring Ratatouille to life faster than ever, delivering a 30 percent performance improvement in the computer-generated animation and visual effects rendering software. Faster rendering gives lighting designers more time to create even more realistic images like an animated Eiffel Tower or Remy the ratÃ¢â‚¬â„¢s winning smile,Ã¢â‚¬Â said Pixar Animation Studios senior vice president of technology Greg Brandeau.
Ã¢â‚¬Å“We are absolutely thrilled to be developing our first promotion with Intel. Featuring their innovative technologies, Intel has been a ‘soup to nuts’ collaborator, supporting both the making of and the marketing of Disney-Pixar’s Ratatouille. WeÃ¢â‚¬â„¢re grateful to collaborate with such an iconic technology company in both advertising and engaging consumers,Ã¢â‚¬Â said Disney senior vice president of national promotions and mobile marketing Cherise McVicar.
Ã¢â‚¬Å“Movie magic starts with powerful behind the scenes performances. The same Intel Core technology that gave Disney-Pixar the performance and flexibility needed to create incredible realism in Ratatouille, can also be used by consumers to watch, produce and share their own movie magic at home and on-the-go,Ã¢â‚¬Â said Intel director of Americas Marketing CJ Bruno.
Over the past decade, Intel has worked closely with Hollywood studios to increase the computing capabilities and solutions available to filmmakers, increasing the realism and quality of films. Intel technology Ã¢â‚¬â€œ from servers to workstations to software enabling Ã¢â‚¬â€œ has played a role in creating realism in animated films including Monsters Inc., Finding Nemo, The Incredibles and Cars.
In addition to being a key technology ingredient in the film and helping increase overall studio productivity while reducing production costs, Intel is a promotional sponsor for Ratatouille. The campaign, featuring Remy multi-tasking and entertaining with Intel Core 2 Duo processors, includes retail promotions, special event sponsorships, web site and advertising.