CANNES — Declaring the personal computer a boon rather than a threat to the cinema industry, Andrew Grove, president of Intel Corp., is scheduled to accept the first Cinema Digital Technologies Award today from the Cannes Film Festival.
The award to the head of Intel, which manufactures a microprocessing chip integral to computer systems, comes on what the fest designates Multimedia Day. The event recognizes the rising importance of digital technology to filmmakers, who now commonly employ digital editing and audio systems and computer manipulation of film images to achieve visual effects.
Grove is expected to make an appropriately high-tech appearance at a 3 p.m. press conference at the Palais des Festivals via a live digital video feed through a computer linkup that will allow interaction with viewers. Intel’s Euro division VP Hans Geyer is scheduled to accept the award in person on Grove’s behalf.
Grove pointed out that the increasingly pervasive presence of home computers “creates a very large and lucrative market that thinks nothing of spending $50 on new software. I don’t think it will put the film or TV business out of business but it will be a complementary business.”