Reliance MediaWorks to convert Shah Rukh Khan’s Don 2 in 3D

Shah Rukh Khan in Don 2
 
Mumbai: Reliance MediaWorks has begun offering 3D conversion services to Indian film studios.
 
The company’s first Bollywood 3D Conversion project is the Shah Rukh Khan starrer Don 2 for Excel Entertainment and Reliance Entertainment.

The movie is slated to release worldwide on 23 December 2011 in both 2D and 3D formats.
 
Excel Entertainment’s Farhan Akhtar said, “The 3D conversion of Don 2 has been done exceedingly well by the Reliance MediaWorks team and we are very happy with outcome. We explored the option of releasing the film in 3D by doing a test demo and the results came out looking fabulous and since it was translating well and technology has come to a point where we don’t need to shy away from it, we decided to go ahead and give the audiences a 3D experience of Don 2.”
 
“After seeing the success of Harry potter which was also converted, we were absolutely sure that the experience and thrill of watching a 3D film is not lost if the conversion is done correctly and seeing the result of the demo done by Reliance we were convinced that we should bring Don 2 to cinemas in 3D,” added producer Ritesh Sidhwani.
 
Reliance MediaWorks will offer Indian film studios well-established proprietary technologies, creative expertise and powerful tools for 3D project requirements. The company will be able to provide quality and scale of services available through Reliance MediaWorks’ operations in India which includes a team of more than 600 trained 3D artists.
 
Reliance MediaWorks on the development, COO – Media and Creative Services Naresh Malik said, “Being one of the leading 3D conversion service providers to Hollywood leaders has helped us understand and develop optimal solutions that can enhance 3D viewing. We look forward to leverage this global experience to deliver unparalleled results for a variety of applications and ultimatelyhelp Indian filmmakers in creating the finest possible 3D experience.”

Reliance MediaWorks CEO Anil Arjun said, “Hollywood has shown how 3D can enhance the immersive audience experience and for Bollywood, 3D will prove to be the next technological phase in entertainment. Within next 2 years, the 3D cinema screen count is expected to cross 1500 screens in India and the penetration of 3D television will also be significant, establishing exceptional opportunity whichIndian film studios can leverage to garner higher returns.”

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