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Intel joined forces with Walt Disney Pictures and Pixar Animation Studios on the animated-comedy, "Ratatouille," which debuted in theaters on June 29 as the No. 1 movie in America. Intel-based computers have been a key technology ingredient in the digital media industry for more than 15 years, and for the first time the company 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 "wilt" when turning the wet paper.
"There were many technical challenges in the making of 'Ratatouille,'" said Greg Brandeau, senior vice president of technology, Pixar Animation Studios. "Intel'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 rat's winning smile."
"We are absolutely thrilled to be developing our first promotion with Intel," said Cherise McVicar, senior vice president of national promotions and mobile marketing, Disney. "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. We're grateful to collaborate with such an iconic technology company in both advertising and engaging consumers."
"Movie magic starts with powerful behind the scenes performances," said CJ Bruno, Intel's director of Americas Marketing. "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."