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Jonathan Erickson

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Multi-core in 3-D, or is it 3-D in Multi-core?

January 06, 2009

I don't know about you, but I'm stoked about the Super Bowl. No, I haven't stocked up on chips, queso dip, and beer. Heck, I'm not even much of a pro football fan. But with the news that Dreamworks Animation, Intel, Pepsi, and NBC are planning a big 3-D movie promotion around the Super Bowl, I didn't waste any time dusting off the 3-D glasses that Intel and Dreamworks Animation handed out at the Intel Developer's Forum last August.As I reported at the time in Multi-core Goes to the Movies, or Who Brought the Popcorn?, DreamWorks Animation CEO Jeffrey Katzenberg was guest hosting the IDF event. (Recall that DreamWorks Animation is the studio that produced Shrek, Chicken Run, and Madagascar, among other feature-length animated films.) What brought Katzenberg to a technology conference was nothing less than what he called the "biggest innovation in movies in 70 years" -- multi-core processors and parallelization. Recall that Intel and DreamWorks announced a relationship in July, whereby Intel provides DreamWorks with advanced multi-core processors and tools not available to the rest of us, while DreamWorks is converting its tools and infrastructure for 3D film creation to Intel-based systems. Rolled up together, all of this is referred to as InTru 3D.

From what I've read, a Super Bowl ad will be presented in 3-D, and you can get your Intel and InTru3-D branded glasses -- more than 150 million of them will be distributed -- at thousands of Pepsi/SoBe Life Water displays in grocery, drug, and similar stores. If you don't frequent these kinds of establishments, you can also use polarized sunglasses to experience the 3-D experience. At least that's what they said at IDF. But just in case, I'm going to pick up an extra pair of the Pepsi-branded 3-D glasses. Like I've always said, two pairs of 3-D glasses are always better than one.

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