How DreamWorks Animation Creates New Technology and Markets It to the Masses

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"There is this insatiable appetite to invent cool and interesting ways of storytelling," says Ed Leonard, CTO of DreamWorks Animation. But the technology behind these new forms of storytelling is evolving more rapidly than the audiences, who have a plethora of choices at the box office--not to mention cable, the Internet, and mobile phones.

Two years ago, when DreamWorks Animation released its first 3-D movie, there was only one other 3D movie in release--so only one...