Hollywood in the cloud

1. Hollywood in the cloud What is it? Where is it? Should we use it? HPA Tech Retreat February 17, 2011

2. Today’s media landscape Consumers want to • Control when, where, and how content is consumed • Participate in creation of content • Interact socially • View HD, 3D, and rich media—on 3 screens And the media industry is responding by • Creating original content in digital form • Accelerating transition to HD and 3D • Looking to new media for additional revenue streams • Utilizing new distribution channels that undercut existing models • Acquiring or owning content management environments • Finding new methods for interaction with content • Reaching a level where all consumption is digital Consumers are driving change, and the industry is responding

3. Media is moving to the network edge Current Media Trends “All-in-one” devices & Packaged Media Integrated IP-based TV devices Network-based services • Set-top boxes • Whole-home DVRs • Place-shifting devices (SlingBox, HAVA) • Hybrid content feed • DVD, Blu-ray • TV sets (home networks, UPnP-embedded IPTV clients) • HD whole-home DVRs • Media center TVs (software plug-ins) • Media management and delivery from cloud (Hula, Netflix, etc.) • Wireless broadband IPTV (WiMAX, LTE) • P2P-enabled CDN, SIP for IPTV Signaling, VOD via RTSP More network-centric More device-centric

4. Challenges in the new media landscape Operational needs • Changes in production processes • More storage and compute services • More flexible digital distribution systems • Better understanding of customer across all business units • Increased use of business intelligence Business needs • New methods to monetize assets • Lowered operating costs • Better use of available capital Changing operational and business models

5. Transition from Film to Digital Relatively short history… 1990 - The Rescuers Down Under • First feature-length film to be entirely recorded to film from digital files; in this case animation assembled on computers using Walt Disney Corporation and Pixar's CAPS system. 1993 - Snow White and the Seven Dwarfs • First film to be entirely scanned to digital files, manipulated, and recorded back to film. The restoration project was done entirely at 4K resolution and 10-bit color depth using the new Cineon system to digitally remove dirt and scratches and restore faded colors. 1998 - Pleasantville • The first time the majority of a new feature film was scanned, processed, and recorded digitally. The black-and-white meets color world portrayed in the movie was filmed entirely in color and selectively desaturated and contrast adjusted digitally. The work was done in Los Angeles by Cinesite utilizing a Spirit DataCine for scanning at 2K resolution. 2000 - O Brother, Where Art Thou? • The first time a digital intermediate was used on the entirety of a first-run Hollywood film which otherwise had very few visual effects. The work was done in Los Angeles by Cinesite utilizing a Spirit DataCine for scanning at 2K resolution, a Pandora MegaDef to adjust the color and a Kodak Lightning II recorder to output to film.[4] 2004 - Spider-Man 2 • The first digital intermediate on a new Hollywood film to be done entirely at 4K resolution. Although scanning, recording, and color-correction was done at 4K by EFilm, most of the visual effects were created at 2K and were upscaled to 4K. Footer goes here

6. Film formats 150 formats over 120 years

7. What is Cloud? Other than the things that rain & snowflakes come from… Cloud computing is a model for enabling convenient, on-demand network access to a shared pool of configurable computing resources (e.g., networks, servers, storage, applications, and services) that can be rapidly provisioned and released with minimal management effort or service provider interaction. (NIST) Footer goes here

8. Cloud – Essential Characteristics Fluffy, grey, wet… On-demand self-service • A consumer can unilaterally provision computing capabilities, such as server time and network storage, as needed automatically without requiring human interaction with each service’s provider. Broad network access • Capabilities are available over the network and accessed through standard mechanisms that promote use by heterogeneous thin or thick client platforms (e.g., mobile phones, laptops, and PDAs). Resource pooling • The provider’s computing resources are pooled to serve multiple consumers using a multi-tenant model, with different physical and virtual resources dynamically assigned and reassigned according to consumer demand. Rapid elasticity • Capabilities can be rapidly and elastically provisioned, in some cases automatically, to quickly scale out and rapidly released to quickly scale in Measured Service • Cloud systems automatically control and optimize resource use by leveraging a metering capability at some level of abstraction appropriate to the type of service Source: NIST

9. Different Clouds? Cirrus, Cumulus, Nimbostratus… Private cloud • The cloud infrastructure is operated solely for an organization. It may be managed by the organization or a third party and may exist on premise or off premise. Community cloud • The cloud infrastructure is shared by several organizations and supports a specific community that has shared concerns (e.g., mission, security requirements, policy, and compliance considerations). It may be managed by the organizations or a third party and may exist on premise or off premise. Public cloud • The cloud infrastructure is made available to the general public or a large industry group and is owned by an organization selling cloud services. Hybrid cloud • The cloud infrastructure is a composition of two or more clouds (private, community, or public) that remain unique entities but are bound together by standardized or proprietary technology that enables data and application portability (e.g., cloud bursting for load-balancing between clouds). Source: NIST

10. Today’s Panel Steve Poehlein Howard Lukk Kurt Kyle Steve Mannel Al Kovalick Dan Lin • Director, Media & Entertainment Solutions, HP Enterprise Services • Vice President, Production Technology, Walt Disney Studios • Industry Principal, Media & Entertainment, SAP America, Inc • Global Industry Executive, Media & Communications, Salesforce.com • Fellow and Strategist, AVID • Chief System Architect, Deluxe Entertainment Services

11. “Movie studios have been moving into virtual business models for many years. The days in which studios owned the lot, and the actors, and the theatres are long gone. And so, cloud computing technologies, which are, in a way, enabling virtualization of businesses, it’s a very nice fit with the way that studios think about their businesses currently” – Ben Pring, Gartner Cloud Analyst Footer goes here

12. “There’s no question that the future of the cloud is going to be a big part of how IT gets delivered to companies like DreamWorks Animation. The cloud is going to enable us to think more about our core business and to rely on companies like HP to provide solutions for the things that we just need to work, but we don’t want to focus on as an animation company” – Ed Leonard, CTO DreamWorks Footer goes here

13. Service Models We’ve done this before… Cloud Software as a Service (SaaS) • The capability provided to the consumer is to use the provider’s applications running on a cloud infrastructure. The applications are accessible from various client devices through a thin client interface such as a web browser (e.g., web-based email). The consumer does not manage or control the underlying cloud infrastructure including network, servers, operating systems, storage, or even individual application capabilities. Cloud Platform as a Service (PaaS) • The capability provided to the consumer is to deploy onto the cloud infrastructure consumer-created or acquired applications created using programming languages and tools supported by the provider. The consumer does not manage or control the underlying cloud infrastructure including network, servers, operating systems, or storage, but has control over the deployed applications and possibly application hosting environment configurations. Cloud Infrastructure as a Service (IaaS) • The capability provided to the consumer is to provision processing, storage, networks, and other fundamental computing resources where the consumer is able to deploy and run arbitrary software, which can include operating systems and applications. The consumer does not manage or control the underlying cloud infrastructure but has control over operating systems, storage, deployed applications, and limited control of select networking components. Source: NIST

14. Steve Poehlein HP Enterprise Services steve.poehlein@hp.com “I really don’t know clouds at all,” – Joni Mitchell Thank you