Technology, in the form of robots, threatens to take over the world in I, Robot, the latest film from 20^th Century Fox, due in theaters this Friday. It&singlequot;s fitting, then, that the Web site accompanying the film threatens to take over the end user experience via new 3D technology--Adobe’s Atmosphere.

When 20^th Century Fox looked to build an interactive Web experience to accompany its new I, Robot movie, the film studio decided to pioneer Adobe&singlequot;s Atmosphere 3D technology as a way to offer movie-goers a more realistic entry into the futuristic world depicted on the screen.

I,ROBOT takes place in the year 2035, when technology and robots are a trusted part of everyday life. In this film, that trust is broken and one man, played by Will Smith, sees it coming. I, ROBOT employs spectacular visual effects innovations beyond any ever put on screen, to bring a world of robots to life.

The studio wanted to translate that innovative film experience to the Web primarily by personalizing the experience of building and using a personally "created" robot. Visitors can create and build their own robot, selecting its body parts, color, texture and gender. They can also issue commands that demonstrate the robot&singlequot;s mobility and agility.

Because the site is based on Atmosphere, Adobe&singlequot;s publishing platform for multimedia-rich, interactive, animated 3-D content, it allows visitors to not only create robots that are seen in the movie, but interact with them. Once visitors build their robot, they can navigate around the robot lab, try out different tasks for their robot, zoom in, zoom out and "walk around" virtually.

Fox provided the Adobe Atmosphere team with artwork from the film and physical robot models. Fox and Adobe developed a concept and then began the design process, stitching together models from other 3-D creation programs to represent the full size physical robots and sets used in the film. Background music was created and imported leveraging another one of Adobe&singlequot;s popular tools, Adobe Audition.

"We&singlequot;re always looking for new ways of capturing the attention of moviegoers," said Jeffrey Godsick, executive VP, Marketing at 20th Century Fox. "We liked that Adobe Atmosphere offered a sophisticated interactive experience to the I, ROBOT Web site. And there is no better way for us to spark interest in I, ROBOT, which is set in the near future when robots are a part of everyday life, than to offer a bit of the future to our audiences."