Love Story 2050 partners Sun Microsystems for technology

MUMBAI: Sun Microsystems India has come on board as the technology partner for Harry Baweja’s upcoming sci-fi movie Love Story 2050. The movie also marks the debut of Harman Baweja, who will be seen opposite Priyanka Chopra. Love Story 2050 is scheduled to release on 4 July.

Apart from being technology partner, the Sun brand also appears in the film through some innovative in-film placements. An official statement said, “This association not only complements the story line of Love Story 2050 but also accentuates Sun’s technology prowess.”

This the first time Sun has been part of this kind of innovative marketing activity.

The film makes extensive use of technology and special effects in creating a time machine, which transports the characters to Mumbai in the year 2050 with flying cars, 200 storied buildings, robots and sky rails. The film also has a robot and a computer generated teddy bear.

Harry Baweja said, “Love Story 2050 is the realization of a dream to give Indian audiences a sci-fi love story that they have never experienced before. It is a film that will appeal to all with its extraordinary special effects. With a large part of the film driven by special effects, the role of technology was paramount in this film and Sun’s IT infrastructure support to some of the special effects created by the Hollywood studios has been invaluable in the making of India’s first sci-fi flick.”

Sun Microsystems director marketing, alliances and teleweb sales KP Unnikrishnan said, “Technology forms the foundation of sci-fi films. Hence the need to get the technology right is of utmost importance for the creators of special effects and animation for these films. Today, technological advancements are allowing filmmakers not just in Hollywood but also back home to experiment by opening up and enabling a world of possibilities for storytelling in cinema.”

“Love Story 2050 marks the first in our association with an India movie and we are proud to be the technology partner to a movie that we believe will script a new wave for Bollywood films. Having provided the technology platform for some of the visual effects in the film, the in film placement of our brand is a natural extension of our relationship with Baweja Films, and will further enhance our brand image amongst the audience through this kind of mass appeal medium,” he added.

The post-production and visual effects have been worked upon by WETA (Lord of the Rings trilogy, King Kong), John Cox, Rising Sun Pictures (Harry Potter Series and Superman Returns) and Prime Focus.

Sun has also worked on Hollywood films such as Paramount Pictures animated film Barnyard and 3D animation film Big Buck Bunny.