Prime Focus successfully recreates mystic space in ‘Gravity’

16 Oct 2013 Evaluate

Prime Focus World, the global leader in media and entertainment industry services, has reiterated its expertise in the 3D conversion space by providing exclusive conversion for the Warner Bros. space-thriller 'Gravity', starring Sandra Bullock and George Clooney. Directed by Alfonso Cuaron, the film made a grand opening at the 70th Venice International Film Festival in September, and has since garnered all round praise for its cutting-edge use of 3D pointing towards 'outstanding post-production 3D conversion' (Variety) and 'exemplary 3D work' (The Hollywood Reporter). Gravity has prompted the kind of enthusiasm for 3D viewership not seen since the release of Avatar; Prime Focus World delivered 200+ stereo 3D visual effects shots and graphic design work for James Cameron's epic thriller in 2009.

Gravity broke the all-time U.S. opening weekend record for October releases, raking in $56 million in US weekend ticket sales two weeks ago. Last weekend, it collected $43.2 million to repeat as the top movie in U.S. and Canadian theaters. The space odyssey has garnered widespread appreciation for its 3D which is apparent from the fact that 80% of ticket sales are coming from 3D screenings, with global audiences choosing to pay premium prices for the spectacular effects. In comparison, Avatar, which was also highly regarded for its 3D experience, witnessed 72 percent of its sales come from 3D screening .According to a New York Times review, 'Gravity treats 3D as essential to the information it wants to share. Nothing in the movie - not hand tools or chess pieces, human bodies or cruise-ship-size space stations - rests within a stable vertical or horizontal plane. Neither does the movie itself, which in a little more than 90 minutes rewrite the rules of cinema as we have known them.' And this is what differentiates the movie from its predecessors.

Prime Focus is a global visual entertainment services group that provides creative and technical services to the film, broadcast, and advertising market. The group offers a genuine end-to-end solution from pre-production to final delivery including visual effects, 2D to 3D conversion, video and audio post production, equipment hire, multi-platform content operations solutions and digital distribution.

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