Hasta La Motion!

Prime Focus, one of the world’s leading visual entertainment services groups with facilities across India, the UK, the US and Canada, is hosting a gala event this evening at The Music Box @ Fonda in Hollywood to present its new global initiative and North American presence.

Prime Focus is announcing the transformation of its 15 global facilities, including Post Logic Studios and Frantic Films VFX, into a single global company under the Prime Focus brand. Unveiled at the event is the company’s new visual brand identity, which will be bolstered by innovations that include the announcement of CLEAR, a media asset management system; View-D™, a 2D-to-3D conversion pipeline; and a new state-of-the-art visual effects production facility in Vancouver.

Said Namit Malhotra, founder of Prime Focus, “The recent hires of industry veteran Rob Hummel and Academy Award-winner Michael Fink to oversee our post production and VFX operations in North America, along with our launch events in Mumbai, London and Hollywood, reinforce our commitment to the global filmmaking community. This rebrand represents the coming together of all our companies around the world. Our goal is to communicate our ability to provide entertainment producers with a Hollywood-caliber experience, whether they’re working at a Prime Focus facility in Mumbai, LA, London or New York City.”

Prime Focus is also expanding with a new visual effects facility in Vancouver, which will become Prime Focus’ primary VFX hub in North America. Designed to meet the growing number of feature productions coming to shoot and post in the region, the new Vancouver facility is four times larger than its previous space and able to house up to 200 artists and support staff. Located in the city’s thriving downtown district, the office boasts the most up-to-date technological pipeline, a 50-seat HD screening room with stereoscopic 3D viewing capabilities, luxurious client meeting rooms, studios for 3D, 2D, matte painting, creature and character animation, R&D and other digital departments important to an efficient workflow.

All of the Prime Focus offices around the world will be seamlessly interconnected via the company’s proprietary web-based media asset management service, CLEAR – a service which manages the entire lifecycle of content from production to distribution, and offers a secure, fast and reliable digital delivery platform. And through its “Worldsourcing” business model, Prime Focus is able to offer an expansive range of post production and visual effects expertise for projects of any magnitude, from character animation, digital environments, matte painting, fluid simulation, particle animation, and digital intermediate to custom R&D development via Prime Focus Software.

“We’re excited about what lies ahead as we embrace our new corporate identity and vision,” said Rob Hummel, CEO, Prime Focus, Post Production, North America. “The combined wealth of talent, resources and infrastructure of our global network of companies will enable us provide our clients, both in North America and abroad, with unparalleled expertise in digital post production and visual effects, tailor-made to meet diverse film, television and commercial projects of varying size, scope and budget.”

About Prime Focus
Prime Focus is a global Visual Entertainment Services group that provides creative and technical services to the film, broadcast, commercials, gaming, internet and media industries.

The group offers a genuine end-to-end solution from pre-production to final delivery – including previsualisation, equipment hire, visual effects, video and audio post-production, digital intermediate, digital asset management and distribution.

Prime Focus employs more than 1200 people with state-of-the-art facilities throughout the key markets of North America, the UK and India. Using its ‘worldsourcing’ business model, Prime Focus provides a network that combines global cost advantages, resources and talent pool with strong relationships and a deep understanding of the local markets.

Prime Focus is a public stock company with shares traded in the Mumbai and National Stock exchanges in India (Symbol – PRIMEFOCUS). Prime Focus also owns and operates Prime Focus London plc (Symbol – PFO), which is publicly traded in the LSE’s AIM market. For more information, please visit www.primefocusworld.com.