Dreamworks Animation Essay

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DreamWorks Animation I. Introduction The following is a research-based analysis of DreamWorks Animation (DWA) in regards to its position within the industry at large. Much of the analysis is based on data I have collected from DWA’s 10k in addition to my own experiences working as a Production Intern on an animated feature. Through this internship experience, I was able to gain an understanding of the collaborative creative environment as well as use some of the state-of-the art technology that DWA is known for. Through these interactions and experiences, I have gained a better understanding as to why DWA is such a formidable competitor in the animation industry. II. Background DreamWorks Studios (DW) is a motion picture company founded in 1994 by Steven Spielberg, Jeffrey Katzenberg and David Geffen.[1] In the same year of inception, DW signed a co-production deal with Pacific Data Images (PDI) for motion picture visual effects. By 1998, PDI became its own DW subsidiary, creating computer generated feature films including Antz, The Prince of Egypt and Chicken Run. In 2000, DreamWorks acquired majority interest in PDI, and created a new business division known as PDI/DreamWorks Animation (DWA). This new division produced films using both traditional animation techniques (Spirit: Stallion of the Cimarron and Sinbad: Legend of the Seven Seas) as well as Computer Generated technology (Shrek)[2]. By 2004, DreamWorks Animation SKG separated from its parent company and purchased the remaining interest in PDI. Under the guidance of Katzenberg, the company agreed to produce two in-house animated films per year. With the success of the CGI feature, Shrek ($484,409,218 worldwide)[3] and relative failure of the traditionally animated El Dorado and Sinbad (between $75,000,000 and $80,767,884 worldwide), Katzenberg saw an opportunity in focusing

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