InTru3D

From Audiovisual Identity Database

Background

InTru3D was a brand name used by Intel in partnership with DreamWorks Animation used for content that is viewed in stereoscopic 3D using projection systems including ones installed by IMAX Corporation and RealD and the system enables animators to author films directly in 3D for what is described as a "more realistic 3D experience". Only six animated films, all produced by DreamWorks used the InTru3D branding (Monsters vs. Aliens, How to Train Your Dragon, Shrek Forever After, Megamind, Kung Fu Panda 2 and Puss in Boots). After 2012, DreamWorks stopped using the InTru3D name for its stereo conversion services (although, the InTru3D logo was seen on a poster for Madagascar 3: Europe's Most Wanted). In 2013 (after DreamWorks signed a distribution deal with 20th Century Fox), Intel discontinued the name for good.

(March 29, 2009-October 28, 2011)

Logo: We see a purple ball in a factory-like background. It bounces two times before the ball gets closer to the screen and later gets back into the screen, forming the InTru3D logo.

Variants:

  • Starting in 2010, the text "Inside" would be shown on the bottom of the logo after it was formed similar to Intel's branding at that time, this variant first appeared on theatrical prints of Megamind and was last seen on Puss in Boots.
  • On theatrical prints of Shrek Forever After, the logo is in green and after its formed, Shrek's ears pop out of the ball while the "Inside" text appears after that.

Technique: CG animation.

Music/Sounds: The ball bouncing.

Availability: Seen on theatrical prints of DreamWorks titles from 2009 to 2012.

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