Massive InsightTM Beta Brings Film Quality Realism to Engineers, Architects, and Researchers
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Massive InsightTM Beta Brings Film Quality Realism to Engineers, Architects, and Researchers

AUCKLAND, New Zealand—(BUSINESS WIRE)—March 11, 2009— Massive Software, developer of the Academy Award winning animation system, today announced the introduction of Massive InsightTM and issued a call for entries for an exclusive beta testing program. Massive Insight utilizes AI-driven agents that use natural senses such as vision and hearing to accurately simulate real-world behavior, and can be used to simulate any object or creature moving on earth – from pedestrian, planes, trains and automobiles to insects and microbes.

“Our film and television customers have been producing realistic simulations of everything from human crowds to race cars for years. We are pleased to now make our technology available to architects, planners, civil engineers and research scientists to help manage our increasingly complex world,” said Diane Holland, CEO of Massive Software. “Massive’s flexibility provides for a huge range of behaviors -- urban traffic patterns, office evacuations, animal migrations –- more accurately than ever before. We are looking for a selection of beta users to best inform our ongoing development.”

Massive Insight has been tested in its Alpha form by global engineering firm ARUP (, which used it to simulate human behaviors for the new LACMA “Transformation” project, architected by Renzo Piano.

“Massive Insight’s flexible AI-authoring system draws from the processes of nature, providing for a much higher degree of accuracy and realism than we have achieved with traditional engineering solutions,” remarked ARUP’s LA Fire Group Leader Nathan Wittasek. “Agents act on their own behalf, using the simulated senses of sight, hearing and touch. Because of this, Massive Insight holds the promise of revolutionizing the architecture and engineering industry.”

A white paper about Massive Insight by Wittasek has been accepted at the prestigious “International Symposium on Human Behavior in Fire,” in Cambridge England July 2009.

Areas of use for Massive Insight include life safety, life sciences, pedestrian planning, transportation simulation, architectural design optimization, disaster prevention and recovery, environmental impact studies, consumer behavior research, and many more.

Another alpha user, BMT Asia (, successfully deployed Massive Insight to study marine traffic in the Hong Kong harbor. Massive was selected for the project because of BMT Asia’s recognition that human factors underpin the majority of ship-collision incidents. BMT’s simulation included more than 15,000 vessel movements daily — everything from the world’s largest container ships to high-speed ferries, tugboats, and sampans.

Massive encourages academic and commercial researchers, architects, engineers and scientists to apply for participation in the Massive Insight beta program. Massive Insight will be made available to qualifying candidates upon review of applications. Applicants should use the Contact Us page of the Massive website to briefly describe their project:

About Massive Software

Massive Software is the leading creator of artificial intelligence-based 3D animation systems. Massive was founded when Stephen Regelous programmed a unique piece of software for director Peter Jackson to enable creation of complicated visual effects scenes involving hundreds of thousands of digital characters, and has since become the ubiquitous crowd animation solution for film and television. Regelous garnered a Scientific and Engineering Award for Massive from the Academy of Motion Picture Arts and Sciences in 2004. Today, Massive Software develops a family of standalone, commercially available products, with customers including Pixar, The Mill, Centro Digital, Digital Domain, Moving Picture Company, Rhythm & Hues and other leading digital production and effects studios.

For more information, please contact Massive North America (+1 310-837-7878), New Zealand (+64 9-3030-030), Europe (+44 20 7096 1605) or visit

Massive Insight and Massive Software are trademarks of Massive, Ltd. All other trademarks are the property of their respective owners.

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Massive Company Contact:
Massive Software
Diane Holland, CEO
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Massive Media Contact:
Raz Public Relations
Karen Raz, 310-450-1482
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