Once again, a popular 3D-animation software is being made available at a reduced price. In April 2002, Alias|Wavefront discounted its Maya 3D animation software packages and now Softimage Co. has halved the price of its 3D character animation and effects software. SOFTIMAGE|3D v. 4.0 is now available for US$1,495. According to Softimage, this action is in response to the increasing demand for animation and effects content for use in areas such as graphic and architectural design, manufacturing, government/military, scientific/medical and the location-based entertainment markets. Long-time SOFTIMAGE|3D system owner Richard Vincent, president and creative director at Kutoka Interactive, a Canadian-based multi-media company said, "Now, even people who would not characterize themselves as full-time or professional animators, and those just starting to think about it as a possible career, are going to have access to what has been the industry standard for character animation." "Softimage was founded to provide a then fledgling 3D market with advanced modeling, animation and rendering technologies via a seamless and approachable interface. We accomplished that and more with SOFTIMAGE|3D, and in the process, through innovation and close collaboration with our customers, helped to create and grow the industry," stated Michael Stojda, managing director for Softimage. "The recent changes to our SOFTIMAGE|3D product family are designed to go the next step by making these 3D and effects technologies available for a broader number of users and companies."