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How HP Learned To Love the Lens
May 18, 2007
HP Made It in Movies Today’s opening of “Shrek the Third” and this month’s Cannes Film Festival in France share something. And it doesn’t take an auteur to see it. It’s a calibration tool. DreamWorks animated motion picture is one of the first films created using HP DreamColor Technologies.
DreamColor = Predictable Color
It is supposed to ensure predictable color accuracy and consistency across equipment platforms, and over time. DreamColor re-renders the color, instead of just matching it within a common gamut. Animator’s computer monitors are calibrated to the various HP devices outputting the re-renderings in the DreamWorks building basement, where the printers are kept.
Movies Are a Color Environmental Disaster
“The lack of consistency of color throughout the entertainment ecosystem—from creation to viewing to printing—is really frustrating,” says DreamWorks CEO Jeffrey Katzenberg, who says it “solves the problem and lets us focus on what we should be focused on: developing the best movies possible with the highest standard of color.”
The solution also offers an Adobe Photoshop plug-in with printer specifications. Dating back to 2001, the HP and DreamWorks partnership also collaborated on “Shrek2” and “Madagascar.”
At Cannes Film Festival, which opened Wednesday on the French Riviera and runs through May 27, visitors are greeted with a 500-square meters (that’s European for 5,381.96 sq.ft.) billboard produced using HP Scitex technology. HP also is staging a 60th anniversary walk-through tribute featuring images of the film festival’s brightest stars—such as Sophia Loren, Brigitte Bardot, Kim Novak, Leonardo Di Caprio and Scarlett Johansson—reproduced on Designjet printers and situated in a park at the front of the Majestic Hotel.
A limited-edition exhibition catalog, printed using HP Indigo digital press technology, is being presented to jurors and other VIPs. For the third consecutive year, HP was selected as the fest’s official sponsor and Digital Entertainment and Graphic Arts Partner.
GAM’s sister title, Variety, gets the glamorous job of providing continuous Cannes coverage.
Posted by Brian Lawler on May 18, 2007 | Comments (1)
