Academy Awards winner 'Gravity' found its footing in Prime Focus

Prime Focus is the exclusive 3D conversion partner for the Oscar winning movie Gravity in this year’s 86thAcademy Awards. The Alfonso Cuarón directed sci-fi epic, which ruled the box office with approximately 85% of the collections coming from 3D viewing, reinforces the phenomenal impact being made by Prime Focus in Hollywood. Since its grand opening at the 70th Venice International Film Festival in September last year, Gravity has garnered all round praise for its cutting-edge use of 3D technology. Even internationally acclaimed publications like Variety and the Hollywood Reporter have praised the 3D work done in the movie. Merzin Tavaria, Co-founder & Chief Creative Director, Prime Focus, said, “We have worked on some of the biggest Hollywood blockbusters in the past, but Gravity took the role of 3D in a film to the next level, because it is not an add-on, but an integral part of the story telling. Gravity was an interesting project because it really comes alive in 3D. It has been a phenomenal experience for our teams in London as well as Mumbai. Though Gravity was one of the most difficult and trickiest movies that we have done so far, but it was also very interesting and creatively satisfying.” Prime Focus has also received the ‘Outstanding 2D to 3D Conversion Awards in Theatrical Motion Picture’ category for its spectacular work on Gravity at the International 3D & Advanced Imaging Society’s Creative Arts Awards held in Los Angeles on 28 January 2014. Prime Focus continuously strives to provide a 360 degree solution as a globally united team of artists, technologists, producers and entrepreneurs, dedicated to delivering innovative and pioneering 3D conversions, visual effects and animation services to major entertainment and media companies across the world.