Veteran production executive Aron Warner has been named to head PDI/ DreamWorks (formerly Pacific Data Images, a.k.a. PDI), the longstanding Palo Alto, Calif.-based CGI/visual effects house. Warner’s promotion comes on the heels of a deal whereby Dream Works SKG—the Los Angeles studio formed by Steven Spielberg, Jeffrey Katzenberg and David Geffen—doubled its ownership stake to 80 percent of PDI.
In February, DreamWorks acquired the 40 percent interest held by PDI founder and chairman Carl Rosendahl for an undisclosed price. DreamWorks acquired its initial 40 percent of PDI four years ago (SHOOT, 3/15/96, p. 1).
Upon becoming majority owner in PDI, DreamWorks announced that the CGI/effects shop—renamed PDI/DreamWorks—"will continue to operate as a stand-alone business unit of DreamWorks, producing computer-animated feature films for DreamWorks as well as working with others on commercials and feature film effects.
The company also recently announced plans to open a second facility in Southern California, which will be called PDI/ DreamWorks South, and will be managed and run by PDI/ DreamWorks. Warner declined to speculate on the specifics of what that facility might encompass. "We’re assessing everything right now," he said. "How big we want it to be, we haven’t decided yet." He did say that feature films would be the Southern California office’s priority, but added that a foothold in the Los Angeles area would also benefit the company’s commercial division.
Warner said his first order of business is to "see where our strengths and weaknesses lie, and to start feeding the organism." This includes adding to the staff, which currently numbers at around 350. Warner added that his intent is to "expand wisely and carefully, but quickly." In terms of the acquisition, he added, "DreamWorks has a very strong cachet. They’re completely dedicated to growing the commercial business and continuing to do cutting-edge work. We feel like we have the best of both worlds. We have all the cool stuff we create on features, which can be utilized in the commercial world, and the same holds true for the other way around."
The appointment of Warner signals a shift in management. Rosendahl’s future plans were not known at press time but he will not be in a day-to-day managerial capacity any longer, instead serving as a consultant to PDI/ DreamWorks. And PDI president/CEO Jim DeRose resigned his post effective April 1 to pursue an Internet business opportunity.
Warner joined PDI in ’97 as a producer on the CGI feature Antz, a co-production with DreamWorks. After wrapping that film, he was tabbed to produce another DreamWorks/PDI computer animation feature, Shrek, which is slated for release next year. Featuring the voices of Cameron Diaz, Mike Myers and Eddie Murphy, the film is being directed by Andrew Adamson and Victoria Jensen.
Prior to PDI, Warner served for two years as VP of production at 20th Century Fox where he supervised production on such films as Titanic, Independence Day, The Crucible and Alien Resurrection. Warner was previously an independent producer whose credits included True Lies, Freddy’s Dead: The Final Nightmare, Red Rock West and Ghost in the Machine.
"Having collaborated with Aron Warner on Antz, I know he brings enormous creativity as well as a solid production background to the table," said DreamWorks cofounder/principal Jeffrey Katzenberg. "I am confident he is the perfect choice to take the reins of PDI/DreamWorks as we explore new projects and new business opportunities for the company."
Antz marked the beginning of an exclusive arrangement between PDI and DreamWorks for the co-production of feature films, and was born out of DreamWorks’ purchase of its aforementioned, initial 40 percent stake in PDI. Per the deal, PDI and DreamWorks planned to co-produce computer animation theatricals (a third feature, Tusker, is currently in production), while PDI continued its core business of providing computer graphics, computer-generated characters and visual effects for commercials, television programs, music videos and interactive projects. PDI also remains active in creating feature film effects and CG sequences for other studios.
PDI/DreamWorks’ recent commercial projects include a national client-direct campaign for Best Buy, Eden Prairie, Minn., which was helmed by PDI/DreamWorks’ director Cliff Boule; and a Coca-Cola ad, which is due to premiere in London theaters but will also air in the U.S. The ad was created by Edge Creative, Santa Monica, and helmed by PDI/DreamWorks’ director Larry Bafia. (Bafia recently directed the latest in an ongoing campaign for Sega Dreamcast via Foote, Cone & Belding, San Francisco.)
Other key staffers at PDI/ DreamWorks include Denise Minter, who was promoted to VP of production earlier this year (SHOOT’s "Street Talk," 2/4). Previously, Minter was senior producer of the company’s commercial division, and also served as production manager on Antz. According to Julie Haddon, head of marketing and business development at PDI/DreamWorks, Minter will play a pivotal role in "working with Aron to make sure the resources and talent are there to develop the commercial division." Additionally, Jennifer Thomas, a 15-year veteran of the commercial business, serves as executive producer of the spot division. Thomas assumed her PDI post last year (SHOOT, 7/9/99, p. 7).
