Kids
AMD technology lifts ‘Madagascar’ animation to newer heights
MUMBAI: The Indian DVD release of the computer-generated (CG) movie, Madagascar on 12 December marks the first consumer promotion AMD and DreamWorks Animation SKG have launched together since the two companies announced a technology partnership earlier this year.
AMD Opteron processor technology played a significant role in the digital magic behind Madagascar.
As the preferred processor provider for DreamWorks Animation, AMD has formed a three-year strategic alliance, which sees the company providing AMD64 technology for next-generation enterprise servers, workstations, render farm nodes, enterprise desktops and enterprise laptops.
Madagascar is the tale of four Central Park Zoo animals who, after spending their lives in blissful captivity, are unexpectedly shipped back to Africa and shipwrecked on the wild and exotic island of Madagascar. The movie, which premiered in the US in May as part of the second largest Memorial Day box-office opening weekend ever, piqued film-critics’ interest with its stylised cartoon characters and lush environments. The AMD Opteron processor significantly improved rendering times for Madagascar and enabled digital artists to create never-before-seen images.
“The AMD64 architecture helps the broadest range of PC users break free from creative limitations – ranging from innovators like DreamWorks Animation to a growing community of world-class performers and artists – ultimately to consumers looking to use what the pros use. While your average consumer won’t render an entire movie on their PC, they do want to use the same 64-bit technology used by the world’s most creative minds,” said AMD India president Ajay Marathe.
“AMD64-based workstations and servers give our artists ever-increasing levels of performance. AMD’s leading-edge processor technology enables our creative talent to continue to push the limits of their imagination. Madagascar is a breath-taking glimpse of the digital animation possibilities enabled by the power of AMD64 technology,” said DreamWorks Animation SKG chief technology officer Ed Leonard.
AMD64 technology made scenes possible within Madagascar that up until now would have been virtually unattainable due to processing limitations. For example, crowds of furry creatures, which have traditionally been considered one of “the holy grails” of animated films due to the complexity of fur animation, were an integral part of Madagascar. The faster rendering times and increased memory bandwidth enabled by AMD64 technology allowed DreamWorks Animation to render scenes with up to 900 lemurs celebrating in a lush jungle – one of many amazing feats displayed in the movie Madagascar.
The AMD64 technology utilised by DreamWorks Animation to help create Madagascar is integral to all AMD products, from servers and workstations to desktop and notebook PCs. DreamWorks Animation will continue to expand its use of AMD products as the partnership between AMD and DreamWorks Animation matures.
HP played a critical role in helping DreamWorks Animation achieve its computer graphics-oriented goals through delivery of powerful and manageable HP ProLiant servers using the AMD Opteron processor.
Kids
Sony YAY! launches ‘House of Masti’ to celebrate 20 years of Shin chan
Comedian Kiku Sharda joins the fun with a special rap track as the mischievous icon returns to Indian TV.
MUMBAI: Shin chan is back and this time, he’s bringing the whole house of masti with him! Sony YAY!, India’s leading kids’ entertainment channel, has unveiled ‘House of Masti’, a specially curated programming block to mark 20 years of the iconic animated series Shin chan on Indian television. The campaign transforms the beloved character’s mischievous world into a fresh, high-energy viewing experience. It features new episodes, fan-favourite moments, and themed programming stunts, all designed to stand out from regular broadcasts.
Adding extra sparkle to the celebration, popular comedian Kiku Sharda has joined the campaign. He anchors the integration with a lively rap track titled ‘Shin chan ka YAY! Dhamaal’, infusing contemporary music and humour into the beloved series.
Sony YAY! business head of kids and animation Ambesh Tiwari said, “Over the past 20 years, Shin chan has built a strong and enduring connection with audiences in India. With ‘House of Masti’, we are celebrating this milestone through a differentiated, campaign-led experience. Kiku Sharda and the rap track add a fun, high-energy layer that will resonate with today’s kids and families.”
Starting 27 April, viewers can enjoy the World Television Premiere of Shin chan along with new episodes and an exciting lineup of blockbuster movies on Sony YAY!.
By blending nostalgia with fresh, engaging content, Sony YAY! is ensuring that the cheeky, laughter-filled adventures of Shin chan continue to entertain and connect with new generations across the country.
In a world full of serious cartoons, Shin chan remains delightfully naughty and with ‘House of Masti’, Sony YAY! is making sure his brand of chaos stays as fresh and fun as ever. Get ready for some serious masti!
