LAS VEGAS: HP has announced a five-year partnership with 20th Century Fox and Lightstorm Entertainment to provide the technology that will support three sequels to James Cameron's Avatar.
HP chief executive Meg Whitman said at HP Discover 2015 in Las Vegas that the agreement will see HP supporting the Avatar films, due for release in 2017, 2018 and 2019, with software and hardware provided through Hewlett Packard Enterprise Services.
"Will be working together to build a digital platform to support a rich next-generation customer experience in support of the three new films," she said.
Whitman did not give details as to what this platform would look like, but said that it would make use of Hewlett Packard Enterprise's four-pronged strategy, including the use of its Helion services to provide a hybrid cloud setup for the hosting of content.
Lightstorm president Jon Landau joined Whitman on stage to explain that the partnership will create a system where people can go online and connect with the Avatar universe which then evolves and delivers customised content based on their interactions.
"We want to bridge the physical and digital world by building amazing ways to augment the film-going experience," he said.
"We feel that for Avatar to truly be what we believe it can be, it needs to expand beyond the world of movies. The movies only allow us to tell so much of the story.
"Films don't end with credits, and the digital experience is going to allow us to expand that to a whole new universe."
HP already has an established partnership with 20th Century Fox, which uses the technology firm's hybrid cloud to protect and power its film-making operations.
The new three-way partnership will see HP provide access to its Helion hybrid cloud services, along with expertise, security, collaboration and data capture and analysis products.
Tech at the movies
The first Avatar film used pioneering technology alongside animation techniques, and Whitman praised Cameron as someone who pushes the boundaries of cinema with technology.
"James Cameron is as much a technology pioneer as he is a filmmaker. An inventor and an innovator who has driven advances in computer-generated effects, advanced motion capture and 3D technology, to name just a few," she said.
Landau explained that making use of technology to expand the reach of films beyond the cinema is now necessary to engage people with film franchises.
"The Avatar franchise has to engage fans," he said. "Fans expect something new and we have to deliver something new and, thanks to this relationship, I think we are going to deliver that."
HP is also a partner of animated film firm, DreamWorks Animation which uses HP Datacenter Care to manage its private cloud and data centre to ease time and resources for the company's IT team.
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