While there are many factors that lead to growth, a company’s body language and pace is a reflection of the mindset of its top leadership. And given the aggression and ambition of Managing Director and Founder Namit Malhotra, there is no surprise that growth is something that’s constant at Prime Focus.
After having established itself firmly as the Post Production biggie, the Mumbai headquartered Prime Focus is soon becoming a major force to reckon with, even in the VFX and Animation space.
The studio which listed on the BSE a few months ago has been in an expansion spree for quite some time now, having opened separate facilities to cater to specific segments within the post production, VFX and animation space. This includes its facility in Chennai for the South Indian films and TVC market, facility in Film City for the Bollywood market, a facility at Parel for the TVC market, acquisition of one of the leading post production facilities in the UK, VTR London for upping its ante in International quality CG and VFX and the latest addition to its bouquet of bases is the facility in Goregaon (separate from the one at Film City) which is completely dedicated to working on the International VFX and CG services.
Amit Gupta who has headed and managed several VFX and Post houses in the past has been roped in to head the new VFX studio.
Speaking to AnimationXpress.com about his role at Prime Focus, Gupta shared that, “My primary role for the next six months is to ensure that we have a knowledge and skill transfer from our UK base to the new VFX/CG division. We are doing a lot of International films these days and we are ensuring that the quality of work that comes out of Prime Focus is as high as the speed with which the studio is growing”
Currently the Goregaon facility houses 150 artists and the studio plans to ramp upto 300 artists for this facility alone.
“Indian studios have been doing fabulous VFX of late and it is an exciting scenario” said Gupta. He further remarked that, “At Prime Focus, we are now directly pitching to the film studios Internationally and are not working on outsourced projects wherein another International VFX studio outsources work. This is an important evolution up the value chain”
“VTR in London is now called Prime Focus London and we are pitching for a lot of projects through our UK arm” he added..