Prime Focus Launches Global Rebrand
Press Release from Prime Focus
Prime Focus, one of the world’s largest visual entertainment services groups, today announced the transformation of 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 global company under a new Prime Focus brand. With more than 1,200 people employed worldwide, Prime Focus offers genuine end-to-end creative and technical services from pre-production to final delivery.
In addition, the Vancouver facility will be expanded and become the vfx flagship while still retaining the Hollywood facility. Rob Hummel has also been tapped to be the new CEO of the post production operation in North America.
To coincide with the rebrand Prime Focus is announcing View-D -- a proprietary 2D-to-3D conversion process that allows filmmakers to efficiently create stereoscopic 3D movies from source material shot on virtually any medium. Michael Fink, president VFX worldwide, Prime Focus 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 lifecycle 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-calibre experience, whether they’re working with a Prime Focus facility in Mumbai, LA, London or New York City,” said Namit Malhotra, founder and ceo, Prime Focus.
The rebrand was unveiled on Friday in London and will include a gala in Hollywood at The Music Box, where Prime Focus will showcase its new global initiative and celebrate in style - with performances by the renowned Shiamak Davar Dance Co.
Prime Focus is a public stock company with shares traded in the Mumbai and National Stock exchanges in India (Symbol - PRIMEFOCUS). Prime Focus also owns and operates Prime Focus London plc (Symbol - PFO), which is publicly traded in the LSE’s AIM market. For more information, please visit www.primefocusworld.com.