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HP Showcases Digital Entertainment Innovations at Cannes Film Festival
HP technology drives change in the way entertainment is created, distributed and enjoyeCANNES, France, May 9, 2005
HP is showcasing how its technologies are driving change in every aspect of the way entertainment is created, distributed and enjoyed at the 58th Cannes Film Festival.
HP's efforts in digital entertainment range from enabling film studios to digitize their entire library of content to innovations in televisions that lower costs while increasing quality.
As a primary sponsor of the festival, HP is hosting an array of activities at the event. These include digital photography demonstrations, panel discussions with HP executives and industry leaders, and a mini-film festival of animated short films created at HP Labs.
"HP is dedicated to continuing innovation in the growing digital entertainment industry," said Shane Robison, executive vice president and chief strategy and technology officer, HP. "Whether it's helping filmmakers harness digital technology to enhance the storytelling experience or making digital photography easy and fun for the home user, HP is committed to making digital entertainment accessible and enjoyable for everyone."
Enabling a new generation of animators
In response to the rapid growth of digital animation, HP has applied the innovations of its utility computing services used in the creation of Shrek 2 to help 12 up-and-coming professional animation groups create a series of short films. The project, known as SE3D, is helping HP research how utility computing services will change the technology and economics of media production and explore the potential and benefits of supercomputing in the entertainment industry.
"The SE3D project is a great example of how utility computing can lower cost barriers for filmmakers, empowering them to produce everything from documentaries to animated films faster and more affordably than before," said Robison. "Through its long history of partnership with the entertainment industry, from independent animators to major motion picture studios, HP continues to drive innovation that changes the way entertainment is created, distributed and enjoyed."
As part of HP's involvement at this year's Cannes Film Festival, Vikki Pachera, Vice President, Global Strategy and Technology at HP, is participating in a panel discussion on the development of entertainment technology and new consumer trends in the industry along with senior representatives from Adobe, OTX Research and the European Commission.
Digital entertainment and photography for Hollywood and home users
Beyond animation technology, HP's digital entertainment offering includes an extensive digital photography portfolio. Throughout the festival, roving photographers with HP cameras and mobile printers will be on hand to capture the glitz and glamour of Cannes for festival guests.
In addition, HP has collaborated with another Cannes Film Festival partner, Chopard jewelers, to create a daily photo gallery featuring an assortment of stunning jewelry from the Chopard collection. Chopard will have professional photographers in Cannes throughout the festival, capturing celebrities on the red carpets at premieres and awards ceremonies.
HP will collate and print images that will be displayed in the lobbies of two renowned hotels in Cannes - Le Majestic Hotel and Carlton Hotels. On a daily basis, HP will deliver three sets of 30 photos for a variety of press agencies to distribute throughout the festival, to key media within Cannes and for media within adjoining countries. Images can be collated quickly and efficiently using HP printers while ensuring the highest level of quality is maintained.
Besides film celebrities, Formula One driver Mark Webber of the BMW WilliamsF1 Team will be attending this year's festival. The FW27 team car, like animated films Shrek 2 and the soon to be released Madagascar, uses HP supercomputing technology created at the HP Labs in Bristol, UK.
The car will be on display throughout the festival and photographers will be on hand to demonstrate the new HP Photosmart R607 BMW WilliamsF1 Team Special Edition Digital Camera, which comes with a specially designed BMW WilliamsF1 Team facade and other added features.
Further information and images are available in an online press kit at http://www.hp.com/go/cannes2005, which will go live on May 11.
Schedule of key HP events
Open daily throughout the festival at the Carlton Hotel and Le Majestic Hotel
17:30 - 18:00 Press photo call with Mark Webber, American Pavilion
Featuring senior executives from HP, Adobe, The European Commission on Information Society and Media, and OTX Research. Moderated by the Hollywood Reporter.
14:30 - 15:30 at the American Pavilion Conference Center, Cannes Film Festival Palais des Festivals, Esplanade du President Pompidou
Open daily at the American Pavilion Conference Center, Cannes Film Festival Palais des Festivals, Esplanade du President Pompidou
HP is a technology solutions provider to consumers, businesses and institutions globally. The company's offerings span IT infrastructure, global services, business and home computing, and imaging and printing. For the four fiscal quarters ended Jan. 31, 2005, HP revenue totaled $81.8 billion. More information about HP (NYSE, Nasdaq: HPQ) is available at http://www.hp.com.