DreamWorks Animation SKG, Inc. (NYSE:DWA) , together with Paramount Pictures Corporation, a unit of Viacom Inc. (NYSE:VIA) (NYSE:and) (NYSE:VIA.B) , announced that Monsters vs. Aliens, DreamWorks Animation's first-ever film produced in stereoscopic 3-D technology, will be released into theatres on March 27, 2009. The film had been previously slated for its domestic release on May 15, 2009.
"I believe that next generation 3-D will make our CG films even more special and unique," said Jeffrey Katzenberg, Chief Executive Officer of DreamWorks Animation.
"We are thrilled to have Monster vs. Aliens as the first opportunity for audiences to enjoy this exciting new movie experience.
Moving to a March release date, which has proven to be a great slot for family films, allows us to roll out our first 3-D project on the maximum amount of screens as the year's first big event film to hit the market in this new format."
"We are really excited to be distributing Monsters vs. Aliens, the marriage of a new technology with the classic family entertainment audiences have come to expect and love from DreamWorks Animation," added Rob Moore, President of Worldwide Marketing and Distribution for Paramount Pictures.
"This new immersive 3-D experience will fully exploit the latest in exhibition technology-and with the March 27 release date, we'll be able to take full advantage by showing it in as many theaters with this advanced 3-D capability as possible."
Monsters vs. Aliens, which reinvents the classic '50s monster movie into an irreverent modern day action comedy, is being directed by Conrad Vernon (Shrek 2) and Rob Letterman (Shark Tale), produced by Lisa Stewart (I Think I Love My Wife) and co-produced by Jill Hopper and Latifa Ouaou.
3D Super Bowl ad for Monsters vs. Aliens is a sign of the mainstreaming of 3D
“3D films are a hot topic -- they're doing great at the box office -- they make more money for the studios and moviegoers are more inclined to go to see 3D films than the 2D equivalent. But consumer interest in 3D extends beyond the movie theater and into the home. Once consumers have seen a film in 3D, they want the same kind of experience in their living room. That's why we have set up the "Home 3D Experience Lab -- so that we can show content creators, the press, and consumers, what the future holds for 3D in the home. Like consumers, the studios want 3D in the homes as well -- it creates a secondary distribution avenue and revenue stream.
3D was one of top 3 stories at CES (e.g. http://blog.etcenter.org/3d). But until the technologies we saw all over CES this year hit the mainstream, the world needs bridge technologies to allow for enhanced experiences on existing TVs. This past holiday season, we saw ‘Hannah Montana,’ ‘Polar Express,’ and ‘Journey to the Center of the Earth’ on BluRay encoded in anaglyph (red/cyan) 3D.
That technology is almost 100 years old, and its age shows -- paling in comparison to today's 3D tech. But the studios are doing what they can to satisfy the consumer demand for 3D.” -- David Wertheimer, Executive Director of The Entertainment Center @ USC (www.etcenter.org)
About DreamWorks Animation SKG
DreamWorks Animation is principally devoted to developing and producing computer generated, or CG, animated feature films. With world-class creative talent, a strong and experienced management team and advanced CG filmmaking technology and techniques, DreamWorks Animation makes high quality CG animated films meant for a broad movie-going audience.
The Company has theatrically released a total of fourteen animated feature films, including Antz, Shrek, Shrek 2, Shark Tale, Madagascar, Wallace & Gromit: The Curse of the Were-Rabbit, Over the Hedge, Flushed Away, and Shrek the Third. DreamWorks Animation's newest release, Bee Movie, opens in theaters November 2, 2007.
About Paramount Pictures Corporation Paramount Pictures Corporation is a unit of Viacom (NYSE:VIA) (NYSE:VIA.B) , a global entertainment company that produces and distributes filmed entertainment through the Paramount Motion Picture Group.
PHE is responsible for the worldwide sales, marketing and distribution of home entertainment products on behalf of various parties including: Paramount Pictures, DreamWorks SKG, Paramount Vantage, Paramount Classics, Nickelodeon, MTV, Comedy Central, CBS, PBS and Hasbro and for providing home entertainment fulfillment services for DreamWorks Animation Home Entertainment.