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Prime Focus scores a hat-trick at International 3D Society Awards

MUMBAI: Prime Focus World (PFW), the Hollywood-facing business of Prime Focus, an independent and integrated media services powerhouse, has been bestowed the Lumiere for its work on ‘Sin City: A Dame to Kill For’ at the International 3D and Advanced Imaging Society’s 6th Annual 3D Creative Arts Awards held in Los Angeles on 28 January.

The Robert Rodriguez- and Frank Miller-directed ultra-stylized comic book sequel ‘Sin City 2’ was awarded in the category ‘Best Stereography – Live Action’ and PFW was the VFX and 3D conversion provider as well as equity partner.

The 3D Creative Arts Awards honours the best in 3D image making, recognizing outstanding achievement across all forms of creative content. Prime Focus founder, executive chairman and global CEO Namit Malhotra received the award at a glittering function held at the Warner Bros. Studios which was attended by eminent Hollywood personalities.

He said, “This is an incredibly proud moment for all of us at Prime Focus World. ‘Sin City 2’ has been our largest commission to date and the whole global construct of Prime Focus came together in achieving something that I believe only Prime Focus would have been able to do. This was an opportunity to not only put our best foot forward creatively and technically, but also to take the next step in terms of defining a new business model. This was a huge commitment: to our filmmaking partners, in helping to make this film happen; to the industry, in showing that there is another way for companies such as Prime Focus to engage; and to our own future. I’m delighted with the way this has played out.”

Prime Focus chief creative director, co-founder Merzin Tavaria said, “We accept this independent industry recognition with great humility and pride. Our association with ‘Sin City 2’ has been a huge milestone in our global journey. Challenging opportunities such as these have enabled Prime Focus World to redefine 3D experience for the audiences’ world over and establish our leadership position in 3D conversion industry. We would like to thank the International 3D and Advanced Imaging Society for consistently acknowledging our work and honouring us three times in succession, which only validates our best-in-class creative credentials to deliver high quality 3D to the world’s most advanced film making community, Hollywood.”

Making ‘Sin City 2’ a reality was a herculean task – 700+ visual effects artists and 1500 artists from the 3D conversion team worked on this ambitious film. With 2,300 shots to be delivered, planning and production management worked seamlessly to create this visual extravaganza. Over 80 per cent of the film was delivered from PFW’s India facilities in Mumbai, Chandigarh and Goa.

PFW created 30 minutes of 3D for Marvel’s ‘Guardians of the Galaxy’, including the climactic sky battle sequence, and delivered supplementary conversion services for the natively captured Enchanted Kingdom (BBC), converting a number of tricky long-lens shots that had been captured in 2D and needed to sit perfectly alongside the native footage.

International 3D and Advanced Imaging Society’s 3D Creative Arts Awards have honoured PFW twice earlier as well – recognising its ‘Hybrid Stereo Pipeline’ for the technology behind PFW’s stereo conversion work on films such as ‘Guardians of the Galaxy’, ‘Transformers: Age of Extinction’, ‘Sin City: A Dame To Kill For’, ‘Teenage Mutant Ninja Turtles’, ‘Edge of Tomorrow’, ‘Maleficent’ and ‘Gravity’ and for ‘Outstanding 2D to 3D Conversion in Theatrical Motion Picture’ for its work on ‘Gravity’.4 was the best year for PFW’s 3D team as it delivered Hollywood’s summer releases including ‘Noah’, ‘The Amazing Spiderman 2’, ‘Maleficent’, ‘Edge of Tomorrow’ and ‘Sin City: A Dame to Kill for’.

PFW’s proprietary View-D technology helps with the 2D to stereo 3D conversion process. View-D has brought its 3D to films like ‘Wizard of Oz’, ‘The Great Gatsby’, ‘World War Z’, ‘Men in Black 3’ and ‘Avatar’.