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If -- of animation 3-D movies growing in popularity but also in complexity.
How is technology being used in these films today joining us now and -- Fox Business it.
Someone who worked on animated films firsthand at -- chief technology officer for DreamWorks Animation he's in Los Angeles.
Ed how quickly is the technology changing because I frankly can't wait for how to train your dragon.
Good morning good morning day in the you know what technology is such a critical neighbor enabler to what we do in our business them -- such -- You -- -- link between bringing great technology.
And putting that in the hands of our filmmakers probably like.
No other business.
That essentially between.
The creative enabling.
Expressed sadness of our animators and seeing that translate on -- direct on street value.
Is an essential part of our business.
I had by itself and not you know listen I know the Christmas -- number one these movies are coming out the very hotly anticipated.
But what about you know the fifties the golden era of -- -- they called it it it was it was very hot and it kind of went away.
I know it's so expensive to make the investments how do we how do we make sure that -- not gonna be short lived fad like it was in the fifties.
Well I think there's a lot that's changed in the in the tool creation an awful an exhibition to make.
3-D a very different than than your father's 3-D shall we say.
You know in the past 3-D was really used as a almost as -- as an -- -- as -- post process.
Today it's very different were enabled we're taking technology.
We're building new kinds of tools were putting those tools in the hands of the animators.
In those animators are basically using 3-D as a storytelling tool much in the same way they use.
Camera or music or special effects due to tell better stories.
And you think that everything else say is I'm no go ahead no go ahead -- -- -- -- -- if they the other the other critical part of this the courses in what's happening exhibition.
Digital projection in theater has completely -- what's possible in the theater.
And now it's no longer about trying to do 3-D by synchronizing old fashioned projectors -- you can do it.
Precision with precision digital and -- the 3-D experience in the theater.
Is radically change from when it's been in the past.
And Ed wolf what will cement this among moviegoers.
Will they also 3-D television sets I got -- look.
At the one that's coming out from Panasonic.
Next right here and won't that be a critical step in what you do.
Well I I think there's a couple things happening in the market it's being led and theatrical right now with what we've seen the theater.
But there's no doubt that this is coming in and in a big way to to the living room.
You know first and foremost we're creative enterprise.
You know creating great contents drives consumer value and now we're very focused on that.
Using 3-D as -- storytelling tool to tell -- more compelling stories to.
Literally reach out and bring the audience in -- storytelling rather than in the old days where it's happening fly out the audience -- those days are really over this is about creating real.
Connections with our characters I and compelling stories and using 3-D as it as a way to do that.
I can also say if you look towards us CES of course the big -- consumer electronic show in January.
There is no doubt that treaty will be the -- there we're seeing every single manufacturer of large -- that.
Get incredibly excited about three B and quite frankly we've seen some of our content on these sets in it is.
It is super compelling.
We're also seeing the market shift you.
Live events and sporting and broadcast and other things and so you know our our prediction here that 3-D is.
Not really gonna change the way consumers demand and in -- content.
Ed is it also good for your bottom line and how much more does it calls to make -- -- -- animated film vs a traditional one.
And can you basically get more -- the box office for the ticket prices here in new Yorker 25% more for three days.
Right well you know we're in the very early days of this but again we we've met a very big bet on this end and the results so far been very promising.
We invests between ten and fifty million dollars more on top of -- 130 million dollar budget to make a single animated film.
By the way to take hundreds of people's people many years 235 years to make a single film.
We've added that that ten to fifty million dollars on top of that.
And we believe that this is going to be a valuable investment to -- and and you know early results here last year -- released monsters vs aliens which was our first.
Natively authored 3-D film.
That had showed tremendous success in the marketplace particularly if you look at the box office delta between those that had -- in -- And those that didn't I think more -- for -- the exit polls were very clearly showing us that.
Consumers want greedy greedy theater were full.
And for us that that that -- -- is a is it is immaterial value for the consumer and one which you know far our first film out with a test for us.
And we just remained committed to this -- the value yeah consumer play an -- and value to our Carol.
Ed -- very quickly are there multiple technologies that are at at play right now like VHS beta type thing where one or another might -- that there is he tells what you think it will be and what we have the I think they're called audio stereo stop it or we can watch it.
Without the glasses right.
Right well the exciting part with technology is that moves very quickly as you both know.
You know right now there's there's a lot of great technologies for us you know making sure that the premium experience -- not.
And not something that robs the consumer of the full creative side integrity of our films.
You know really that it's not really a format war it's it's more of just finding the market place a little bit.
You know -- is 3-D is going to be the reality for the next couple years.
Really that the the tradeoff here is whether or not those -- that have active electronics in them.
Or whether or not their -- of polarized such as with Houston theater today.
And again I think you're gonna see both technologies at CES this year I think there's a little bit of at maturity in the market in terms of these technologies converging but one thing is clear that you know quality three -- Shown on a premium display is is something consumers definitely gonna want a lot of.
Ed thanks for -- in -- -- Leonard chief technology officer for DreamWorks Animation.
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