Word: katzenberg
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Dates: during 2000-2009
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...worked longer on this than anyone in the history of the Super Bowl - 4½ years!" says DreamWorks' Jeffrey Katzenberg. (The 4½ years, by the way, is how long it took to make the whole movie, from which the trailer was taken.) "The last time someone has actually run more than a 60-second spot at the Super Bowl was when Nike did it in the mid-1990s. We wanted 90 seconds so we could take the time and try and tell a bit of a story...
...riding on the success of Monsters, which is why DreamWorks is ponying up for the marketing blitz. Nearly five years ago, Katzenberg decided to put his money where his vision was and, starting with Monsters, committed to making all his company's animation in 3-D from the outset. While Disney's Pixar and others have also produced 3-D animation over the years, the special effect is typically added during postproduction. DreamWorks built its own 3-D-authoring software and hardware and, along with Intel and Hewlett-Packard, built a server farm that fills a room, floor to ceiling...
...Bowl commercial (as well as Monday night's episode of the NBC sitcom Chuck) is designed for TV broadcast and requires a setup that's similar to anaglyph - a newer, higher-quality version called ColorCode. "It doesn't bleed colors out the way the old anaglyph glasses did," says Katzenberg. "But consider this a warm-up for the movie-theater experience, which, honestly, is 100 times higher quality than you could see on TV. This is like a Razor scooter compared to the Ferrari experience of seeing it in a theater...
...with all the same TV manufacturers showing off a variety of displays that either work with glasses or create a 3-D-like effect automatically on screen. Dozens of movies and video games are in the works that take advantage of improvements in 3-D-display technology. Indeed, Jeffrey Katzenberg, whom Stringer introduced as the "John the Baptist of 3-D," was in full proselytizing mode, working the convention-center floor and giving interviews. Katzenberg has staked his DreamWorks Animation's future on the technology; it's the first studio to be creating all its movies in 3-D from...
...When Pretty Woman came out in 1990, it was a smash, especially with women, and I hated it. Jeffrey Katzenberg, who ran the studio that made the film, explained what I was missing: "You don't understand shopping." SATC is similarly attuned to the shopping impulse, to the joy of having, and, even more, the thrill of coveting, Carrie knows Big is her soul mate because, in their new apartment, he magically produces what she most desires: extra closet space, which is the most elusive real estate in New York. Samantha practically has a crisis of conscience when...