Are We Sufficiently Wired Yet?

Gary Handman (ghandman@library.berkeley.edu)
Thu, 4 Jan 1996 14:17:14 -0800 (PST)

Wow! Old Bob's come a long way since "The Way We Were"....

Gary Handman
Director
Media Resources Center
Moffitt Library
UC Berkeley, CA 94720-6000
510-643-8566
ghandman@library.berkeley.edu

Sundance Film Festival's New Media Center Premiers with Apple
Computer as Official Sponsor

Apple and Sundance Celebrate a Three-Year Agreement; Robert Redford's
Sundance Institute Embraces Apple as the Leading Computing Platform

CUPERTINO, California--January 2, 1996--Recognized as the
preeminent venue for discovering emerging independent film talent, the
Sundance Film Festival today breaks new ground by opening the Sundance Film
Festival's New Media Center, of which Apple Computer, Inc. is the official
sponsor. Here, up-and-coming
independent filmmakers will be introduced to some of the most
innovative new media tools and solutions available to the film
community.

The 1996 Sundance Film Festival is a 10-day event that takes place
from January 18 to January 28 in Park City, Utah. On January 20,
the Sundance Film Festival's New Media Center will open its doors
to the more than 20,000 expected Festival-goers to demonstrate how
artists are using Apple's multimedia technology to create enhanced
CDs (audio CDs that also include multimedia content), create
special effects based on 3D for modeling and animation, to incorporate
virtual reality scenes into titles, and more. All
presentations will be based on the Apple Macintosh platform.
Additionally, Apple will use QuickTime Live!, the company's new
virtual venue for live entertainment, to bring interviews with
film makers from the Sundance Film Festival to the world via the
Internet.

The Apple/Sundance partnership stems from common goals and
interests: both organizations are heavy supporters of the
environment, children in the arts and diversity in culture.

"Apple Computer's support of the Sundance Institute's New Media
Center is a real indication of their commitment to the Institute and the
independent film community," said Robert Redford, founder of the Sundance
Institute.

The Sundance Film Festival's New Media Center will feature not
only Apple hardware, but also the company's award-winning
multimedia software including QuickTime, QuickTime VR and the
Apple Internet Connection Kit. Other products that will be
showcased include: Adobe Systems, Inc., Adobe Premiere, After
Effects and PageMill; Macromedia's full line of multimedia
authoring solutions including, Director, FreeHand, Extreme 3D and
ShockWave for the Internet; Strata's Studio Pro comprehensive 3D
modeling package; Power Production Software's creative tools for
creative people including, Storyboard Artist, Digital Box Office,
and Costume Pro; Nixon, the first Enhanced CD soundtrack developed by
Hollywood Records, and FWB's Hammer line of world class storage solutions.

"As the finest new directors from around the world vie to come to
Sundance to present their latest material, we'll also unveil our
latest offerings through the Sundance Film Festival's New Media
Center," said Satjiv S. Chahil, vice president of Apple's
Entertainment Industry and New Media group. "Just as the Festival
offers a place to discover emerging film talent, it now is going
that extra step by offering Festival-goers an exclusive
environment to see how multimedia technology opens up a whole new realm of
possibilities for filmmakers. Apple is committed to
provide these up-and-coming film talents with the latest
multimedia products."

Apple and Sundance Sign Three-Year Contract
For the next three years, Apple will be the official sponsor of
the Sundance New Media Center at the Sundance Film Festival,
establishing the Macintosh as the premier computer platform of the
Institute. Both Apple and Sundance see this association as a
collaborative relationship with an eye to the future.

Additional Sundance Institute Activities Include the June Filmmaker's Labs,
Producer's Conference, and Directors Session--each of which will use the
Power Macintosh computer line. The PowerMac is used widely throughout the
creative and multimedia communities. In fact, San Jose-based market research
firm Dataquest found that 63 percent of multimedia developers use the
Macintosh to create their content.

Background
The Sundance Institute, established in 1981 by Robert Redford, is
dedicated to the support and development of American independent
filmmakers, and to the national and international exhibition of
new, dramatic and documentary files. The Institute's annual
programs, including the Feature Film Program, the Sundance Film
Festival, and the Independent Producer's Conference, offer
essential artistic and business resources to emerging independent
filmmakers each year. A program of the Institute since 1985, the
Sundance Film Festival has become the largest US-based film
festival, and the hub for influencing and rewarding independent
film production and film makers.

To access live interviews at the Sundance Film Festival, Macintosh
or Windows PC users can access the QuickTime Live! World Wide Web site at:
http://live.apple.com

Apple Computer, Inc., a recognized innovator in the information
industry and leader in multimedia technologies, creates powerful
solutions based on easy-to-use personal computers, servers,
peripherals, software, online services, and personal digital
assistants. Headquartered in Cupertino, California, Apple (NASDAQ: AAPL)
develops, manufactures, licenses and markets products, technologies and
services for the business, education, consumer, entertainment, scientific &
engineering and government markets in over 140 countries.

NOTE TO EDITORS: If you are interested in receiving Apple press
releases by fax, call 1-800-AAPL-FAX (1-800-227-5329) and enter
your PIN number. If you do not have a PIN, please call the Public
Relations Hotline at (408) 974-2042.

Press Contacts:
Mary Devincenzi
Big Sky Communications, Inc.
(408) 974-4562

Katy Boos
Big Sky Communications, Inc.
(408) 974-4451

Customer Information Contact: If you are considering the purchase
of an Apple product and would like to have product information
faxed to you, please call 1-800-462-4396 in the U.S. or 1-800-263-
3394 in Canada. If you do not have a fax machine or would like to
locate an Apple authorized reseller near you, please call 1-800-538-9696.
Customers outside the U.S. should contact their local Apple representatives
for information.

More information about the Sundance Film Festival can found on
Apple's home page on the World Wide Web: http://www.apple.com/.

Apple, the Apple logo, Macintosh, QuickTime, and Power Macintosh
are registered trademarks and PowerMac is a trademark of Apple
Computer, Inc. All other brand names mentioned are registered
trademarks or trademarks of their respective holders, and are
hereby acknowledged.

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