MUMBAI: Post production and visual effects studio Prime Focus is gearing up to launch a new studio facility in Mumbai.
Upon completion, this is being touted as the largest and most technically advanced film finishing facility in Asia, providing film-makers with the most sophisticated tool-sets currently available.
Speaking to Businessofcinema.com Prime Focus managing director Namit Malhotra said that while it was too premature to talk about this, the new studio will house much more than just VFX facilities. "We are in the process of formulating our plans for this new facility and it is still early days to talk about it," he says.
On the movies front, Prime Focus is currently in the process also completing work on the first big release of 2009 – Chandni Chowk to China. The movie, which has a liberal dose of VFX, stars Akshay Kumar and Deepika Padukone and has been directed by Nikhil Advani. Work is also afoot on Vishesh Films’ Raaz – The Mystery Continues. Over the last one year, Prime Focus has carried out VFX for movies like Ghajini, Jodhaa Akbar, Tashan, Love Story 2050 and Race amongst others.
The company also worked on commercials like Himalayan Water, Bisleri, Toyota Innova, and Skoda Fabia that embraced digital technology.
Prime Focus’ growth model, which stressed on expansion into the global market, paid off with its international subsidiaries giving it a head start in its global ambitions of attracting high-end Hollywood work. Prime Focus’ strategy to utilize its scale and global proposition worked well, with work on many international projects, both feature film and commercials, being completed by Prime Focus India.
2008 also saw Prime Focus entering into an alliance with Warner Motion Picture Imaging, which ensured that the world is Prime Focus’ oyster. The agreement provided film-makers around the world with access to the expert talents and services of both companies and their facilities.
