Prime Focus World wins Lumiere for ‘Sin City 2’

MUMBAI: Prime Focus World (PFW) has won the ‘Lumiere’ for its spectacular work on Sin City: A Dame to Kill For at the International 3D & Advanced Imaging Society’s 6th Annual 3D Creative Arts Awards held in Los Angeles on 28 January, 2015.

The Robert Rodriguez and Frank Miller directed ultra-stylized comic book sequel Sin City 2 was awarded in the ‘Best Stereography – Live Action’ category and PFW was the exclusive VFX and 3D conversion provider as well as equity partner.

The 3D Creative Arts Awards honours the best in 3D image making, recognising outstanding achievement across all forms of creative content. Prime Focus founder, executive chairman and global CEO Namit Malhotra received the award at a function held at the Warner Bros. Studios, which was attended by eminent Hollywood personalities.

Accepting the award, Malhotra said, “This is an incredibly proud moment for all of us at Prime Focus World. Sin City 2 has been our largest commission to date and the whole global construct of Prime Focus came together in achieving something that I believe only Prime Focus would have been able to do. This was an opportunity to not only put our best foot forward creatively and technically, but also to take the next step in terms of defining a new business model. This was a huge commitment: to our filmmaking partners, in helping to make this film happen; to the industry, in showing that there is another way for companies such as Prime Focus to engage; and to our own future. I’m delighted with the way this has played out.”

Prime Focus chief creative director and co-founder Merzin Tavaria added, “We accept this independent industry recognition with great humility and pride. Our association with Sin City 2 has been a huge milestone in our global journey. Challenging opportunities such as these have enabled Prime Focus World to redefine 3D experience for the audiences’ world over and establish our leadership position in 3D conversion industry. We would like to thank the International 3D & Advanced Imaging Society for consistently acknowledging our work and honouring us three times in succession, which only validates our best-in-class creative credentials to deliver high quality 3D to the world’s most advanced film making community, Hollywood.”

2014 was a distinguished year for PFW’s 3D team as it delivered the biggest line up of Hollywood’s summer releases – Noah, The Amazing Spiderman 2, Maleficent, Edge of Tomorrow, Transformers: Age of Extinction, Guardians of the Galaxy, Teenage Mutant Ninja Turtles and Sin City: A Dame to Kill for.

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