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Animation has always been based on a frame-by-frame process in which sequences are generated by creating and compositing frames or "cells" one at a time. In the last decade, computer graphics technology has made it possible to generate complex 3D images and automate parts of this process. However, keyframe animation is still tuned and rendered using traditional methods. Throughout the last six years the film, television, and video game industries have been gradually replacing this slow and expensive process with the faster, cost-saving process of real-time animation. MEDIALAB, one of the most advanced and best equipped computer-generated imagery (CGI) studios in Europe, was the early leader in the area of 3D and animation in real time. Today, MEDIALAB represents over 50 percent of the market and retains industry-leading customers like Disney, Nintendo, and Warner Bros.

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