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| Source: HPE. Still from Star Trek Beyond. |
The upcoming film will include several futuristic concept technologies created exclusively for the movie based on HPE’s research project The Machine. In Beyond, the USS Enterprise crew explores the furthest reaches of uncharted space, where they encounter a mysterious new enemy who puts them and everything the Federation stands for to the test. The film stars John Cho, Simon Pegg, Chris Pine, Zachary Quinto, Zoë Saldana, Karl Urban, Anton Yelchin and Idris Elba. Directed by Justin Lin, the third film in the franchise series is produced by JJ Abrams, Roberto Orci, Lindsey Weber, and Justin Lin; and executive produced by Jeffrey Chernov, David Ellison, Dana Goldberg, and Tommy Harper.
As the official enterprise technology partner for Star Trek Beyond, HPE designers and researchers worked closely alongside the film-making team to design futuristic technologies that could one day be powered by The Machine and that would contribute to bringing the world of Star Trek Beyond to life.
“This collaboration presented a unique backdrop against which we could highlight the vast potential of The Machine,” said Henry Gomez, Chief Marketing and Communications Officer, Hewlett Packard Enterprise. “Star Trek has a long tradition of boldly enabling us to imagine mankind’s future. The Machine will reinvent computing architecture from the ground up, so the connection to the film’s exciting technologies is easy to envision.”
"Planets definitely aligned for this HPE partnership with Star Trek Beyond given the timing of the launch of The Machine technology and the film’s release,” said LeeAnne Stables, President of Worldwide Marketing Partnerships and Licensing for Paramount Pictures. “It was exciting to see the HPE designers working in a room with our creative teams to infuse actual future world technology into this action-packed film. We know movie audiences around the world love seeing what’s ahead.”
HPE’s The Machine project is focused on reinventing the computing architecture on which all computing is currently based – from smartphones to data centres to super computers. The Machine technologies are currently being designed to address technological challenges in the not-so-distant future – from dealing with the massive quantities of data generated through connected devices to being able to translate health data from millions of people into solutions for the healthcare industry.
The Machine was conceived to enable a massive leap forward in computing performance and efficiency, using light to send data - photonics - for communications rather than copper wires for example. The project also aims to make the concept of needing to save work a concept of the past, and plans to revolutionise how security is embedded throughout a computer.
In connection with the film, HPE will debut a new advertising campaign featuring The Machine, the first prototype of which is slated to launch later this year. The advertising campaign, Accelerating Beyond, will feature Star Trek Starfleet Academy recruits in a world powered by The Machine 250 years in the future. It is designed to illustrate the progress that could one day be achieved through the lens of The Machine technology. The campaign, which will include 60- and 30-second television ads, was shot in a futuristic landscape in Iceland with digital post-production, and will begin to be shared widely on July 1.
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Star Trek Beyond will be in Singapore theatres beginning July 21.
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