Prime Focus unveils new ad facility

MUMBAI: Prime Focus, the global visual entertainment services company, has unveiled its refurbished advertising facility ‘Prime Focus Commercials‘.

Located in the western suburbs of Mumbai, the facility represents a new offering to the Indian advertising industry.

"Prime Focus has always been a leader in this space, and to maintain and expand upon this position we are bringing in changes that will not only suit the current market, but will also have the potential to support future growth," Prime Focus Commercials, India CEO Bhaarath Sundar said. 
"We know that the competition is fierce in the facilities sector, and we have transformed our business to ensure that we offer our clients more - more creative input, more efficiencies, and more value for money," he added.

The new facility introduces cutting-edge technology with a full HD post production service, end-to-end file-based workflows, 12 smoke suites and 10 offline machines, the company said.

In color grading, two Baselights with HD monitoring have been installed, and a dedicated VFX area has been created with 50 VFX seats. The facility is connected by a high speed Infiniband SAN to facilitate tapeless workflows.

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