"on-demand processing, for production and editing, are gaining momentum and resonating with key media and entertainment companies, especially as the trend towards Linux adoption in the movie and film making business continues," claimed Canepa as IBM announced that several new customers in the media and entertainment industry are using IBM hardware, software, and consulting services, including Warner Bros. Animation, Blur Studios, ABC Australian Broadcasting Commission, and Threshold Studios.

IBM is working on a number of core entertainment industry-related technology projects including editing, high-end graphics, visual effects, rendering, digital cinema, back-office system processing, digital content management, and helping companies with the transition to Linux, the open source operating system used by many of today's top content creators.