Mumbai: Reliance MediaWorks Ltd., India's fastest growing film and entertainment services company and a member of the Reliance ADA group has partnered 2D to stereo 3D conversion pioneer In-Three to establish the world's largest facility dedicated to the conversion of 2D films and videos into 3D, based in India.
In-Three's pioneering work in the conversion of first run feature films was spotlighted with this summer's release of Disney/Jerry Bruckheimer's 3D blockbuster "G-FORCE", which has grossed over $200m in worldwide box office receipts to-date. In-Three is currently completing work on its next Hollywood studio title and has an impressive list of clients for 2010.
The strategic alliance between the two industry leaders is being established to address the rapidly growing demand by Hollywood studios and other global content creators for converting both new films shot in 2D as well as older legacy titles to be released in cinemas and on home platforms in stereoscopic 3D. The partnership will combine In-Three's unrivalled reputation and advanced software tools for Dimensionalization® with Reliance MediaWorks high-skill expertise and infrastructure.
The partnership is expected to be able to cater to 15-25 feature films projects per year and will initially involve hundreds and later thousands of dedicated staff, working to the highest possible technical standards featuring In-Three's proprietary software and techniques that comprise the Dimensionalization® process. Work on the first joint title will commence beginning of 2010, with several projects planned for a start in the first half of 2010. The alliance was made possible by the creation of Reliance's previously announced image BPO operation in India.
In-Three's CEO Neil Feldman notes that, "our unique process of converting flat 2D films into compelling stereoscopic 3D has been proven technically, artistically, and commercially." Commenting on the new partnership he stated that, "in order to meet the full slate of films that In-Three has lined up for 2010 and beyond we sought out the best possible international partner. One that could provide the level of quality our studio clients expect which made Reliance MediaWorks the natural choice for us."
Commenting on the association, Anil Arjun, CEO, Reliance MediaWorks said, "We are very excited and bullish on the 3D entertainment market. This partnership is a joint effort that combines the best of technology and artistic talent from Hollywood with the most advanced skills and large scale image processing capabilities in India. Reliance MediaWorks already does image enhancement and restoration for the leading Hollywood studios and the expansion of services into 2D-to-3D conversion was a natural next step for the company."
Stereoscopic 3D films have taken cinema by storm with the successful releases of DreamWork Animation's "Monsters vs. Aliens", the re-release of Pixar/Disney's "Toy Story 1 & 2" in 3D and the much anticipated upcoming release of 20th Century Fox's "Avatar". The number of 3D cinema screens world-wide will rise from 2,500 in 2008 to over 7,000 this year and 15,000 by 2013, fuelling demand for 3D films.
The In-Three-Reliance MediaWorks stereoscopic 3D alliance will also benefit from the proprietary image processing tools - that are key to image processing - developed by Reliance MediaWork's Burbank-based subsidiary Lowry Digital, Hollywood's leading film restoration and image processing expert.
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