Prime Focus consolidates 15 global facilities under one brand

MUMBAI:  Prime Focus has consolidated its global facilities – Prime Focus London, Blue and Machine (UK), Post Logic and Frantic Films VFX (USA) and Prime Focus Group in India – into a single company under a new Prime Focus brand.

To coincide with the rebrand Prime Focus will be launching its proprietary 2D-to-3D conversion process tool – View-D, which allows filmmakers to create stereoscopic 3D movies from source material shot on any medium. Prime Focus president VFX worldwide Michael Fink said, "With View-D, we’re offering the industry an exciting new production method to convert both library titles and new releases to terrific stereoscopic quality in considerably less time than other methods."

Alongside View-D, Prime Focus will also be announcing CLEAR – its proprietary web-based media asset management service, which manages the entire life cycle of content from production to distribution, and offers a secure, fast and reliable digital delivery platform. This also enables the Prime Focus’ global digital pipeline by seamlessly interconnecting the 15 Prime Focus offices around the world.

"This rebrand represents the coming together of all our companies around the world. With this, and the launch of our exciting new products, our goal is to communicate our ability to provide entertainment producers with a Hollywood-caliber experience, whether they’re working with a Prime Focus facility in Mumbai, LA, London or New York City," said Prime Focus founder and CEO Namit Malhotra.

The company’s rebranding will be unveiled at launch events in London, Los Angeles and Mumbai where Prime Focus will showcase its new global initiative.