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Intel Helps Disney/Pixar Cook Up Ratatouille

Intel Corp. joined forces with Walt Disney Pictures and Pixar Animation Studios on the animated RATATOUILLE. And for the first time, Intel is working hand-in-hand with Disney/Pixar as a major promotional sponsor.

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 âwiltâ when turning the wet paper.

âThere were many technical challenges in the making of RATATOUILLE,â said Greg Brandeau, svp of technology, Pixar Animation Studios. âIntelâs advanced computing capabilities helped Pixar bring RATATOUILLE to life faster than ever, delivering a 30% 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 ratâs winning smile.â

âWe are absolutely thrilled to be developing our first promotion with Intel,â said Cherise McVicar, svp of national promotions and mobile marketing, Disney. âFeaturing their innovative technologies, Intel has been a 'soup to nuts' collaborator, supporting both the making of and the marketing of Disney/Pixar's RATATOUILLE. Weâre grateful to collaborate with such an iconic technology company in both advertising and engaging consumers.â

âMovie magic starts with powerful behind the scenes performances,â said CJ Bruno, Intelâs director of Americas Marketing. âThe 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.â

Intel technology -- from servers to workstations to software enabling -- has played a critical role in creating hyperrealism in such animated films as MONSTERS, INC., FINDING NEMO, THE INCREDIBLES and CARS.

Meanwhile, Intelâs sponsorship campaign featuring Remy multi-tasking and entertaining with Intel Core 2 Duo processors includes retail promotions with Toshiba and Circuit City, special event sponsorships such as Disneyâs âBig Cheese Tour,â website and advertising.

Intel (, the world leader in silicon innovation, develops technologies, products and initiatives to continually advance how people work and live.

Pixar Animation Studios (, a wholly-owned subsidiary of The Walt Disney Co., is an Academy Award-winning film studio with world-renowned technical, creative and production capabilities in the art of computer animation. Creator of some of the most successful and beloved animated films of all time, including TOY STORY, FINDING NEMO, THE INCREDIBLES and CARS, the Northern California studio has won 20 Academy Awards and its seven films have grossed more than $3.7 billion at the worldwide box office to date. The next scheduled film release from Disney/Pixar is WALLâ¢E (June 27, 2008).

Bill Desowitz's picture

Bill Desowitz, former editor of VFXWorld, is currently the Crafts Editor of IndieWire.