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I, Robot Website Offers Interactive, 3D Experience

Twentieth Century Fox and Adobe Systems have teamed to create an interactive, 3D experience for Fox's I, ROBOT Website ( -- the first motion picture Website to utilize Adobe's Atmosphere technology. The site allows visitors to create and build their own robot, selecting its body parts, color, texture and gender. Visitors can also issue commands that demonstrate the robots mobility and agility. In addition, the site allows visitors to interact with the robots inside the world of I, ROBOT.

Adobe Atmosphere allowed the site to contain textures, realistic lighting, user interactivity with buttons and drop down panels enabling specific design selections, as well as sound effects and background music.

Fox provided the Adobe Atmosphere team with artwork from the film and physical robot models. Fox and Adobe developed a concept and then began the design process, stitching together models from other 3D creation programs to represent the full size physical robots and sets used in the film. Background music was created and imported using Adobe's Audition.

"Twentieth Century Fox is the first movie studio to leverage technology like this to provide a unique experience for potential movie-goers," said Bryan Lamkin, svp of digital imaging and digital video business unit at Adobe Systems. "There is no better way to engage audiences than to make the experience a reality for them. This is precisely how we want companies and businesses to leverage our Atmosphere technology, to make what was once a static experience, rich and rewarding for all involved."

"We're always looking for new ways of capturing the attention of moviegoers," added Jeffrey Godsick, evp, marketing at Twentieth Century Fox. "We liked that Adobe Atmosphere offered a sophisticated interactive experience to the I, ROBOT Website. And there is no better way for us to spark interest in I, ROBOT, which is set in the near future when robots are a part of everyday life, than to offer a bit of the future to our audiences."

Adobe Atmosphere for Windows XP is available for purchase via download from for $399. For more details, visit

Founded in 1982, Adobe is one of the world's largest software companies, generating annual revenues exceeding $1.2 billion. Headquartered in San Jose, California, Adobe is traded on the Nasdaq National Market under the symbol ADBE. For more information, visit

Twentieth Century Fox is a unit of Fox Filmed Entertainment, a unit of Fox Entertainment Group.

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Rick DeMott
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