The Indian home video launch of Dreamworks' animated blockbuster Madagascar marked the first consumer promotion that AMD and DreamWorks Animation SKG have launched together since the two companies announced a technology partnership earlier this year.

The home video launch was a sight to see. More than 200 kids (accompanied by their parents) cheering, shouting and particpating in the games and contests at the Madagascar themed do and in the midst of all this, AMD explaining to the parents how their technology empowered Dreamworks to realise all their imagination and succesfully create extremely complex CG imagery.

Speaking to Animation 'xpress, AMD India President Ajay Marathe said,"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. " he added.

AMD India Marketing Manager Mukund Ramaratnam added," This is an out and out consumer promotion. Today's youngsters are very tech savvy and events like these help demystify technology for parents and kids"

The official press release quotes Dreamworks Animation SKG CTO Ed Leonard saying,"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."

"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. The AMD64 technology utilized 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" adds Leonard in the official release.

The release also stated HP's role in the pipeline:"HP plays 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. By collaborating with AMD, HP helps studios like DreamWorks Animation make animators' wildest visions a reality"

Home Video publishing major Sa Re Ga Ma is the Indian publisher for Madagascar