Sony Pictures Digital Entertainment ventures into feature animation,

establishing a new division under the leadership of seasoned executives.

Sandra Rabins and Penney Finkelman Cox,

the architects behind DreamWorks Animation's launch,

will helm this initiative.

They will oversee the development and production of Sony's fully computer-generated animated films,

reporting directly to SPDE President Yair Landau.

The division's inaugural project is set to be "Astro Boy."

Collaboration will be key with Sony Pictures Imageworks,

the studio's visual effects arm.

Imageworks aims to leverage its advanced digital character technology,

previously seen in major films,

for complete animated features.

This strategic move,

months in planning,

signals Sony's entry into the competitive CG animation arena,

currently dominated by studios like Disney and DreamWorks.

Sony Pictures Entertainment CEO John Calley praised the venture,

highlighting its creative and financial potential and crediting Landau for assembling top talent.

Rabins and Cox arrive fresh from executive producing DreamWorks' blockbuster "Shrek."

Their storied partnership began at DreamWorks in 1994,

where they founded its animation unit and produced "The Prince of Egypt."

Their expertise extends to integrating studios like Pacific Data Images and producing films such as "Antz."

Cox's additional producing credits include notable live-action works.

The executives are represented by AMG Animation.

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