Reliance MediaWorks starts 3D conversion service for Indian films

Begins with Excel Entertainment and Reliance Entertainment's SRK starrer Don 2, which releases in December

BestMediaInfo Bureau | Delhi | November 1, 2011

Reliance MediaWorks Ltd. is now offering 3D Conversion services to Bollywood Studios. Its first Bollywood 3D Conversion project is Shah Rukh Khan starrer Don 2 for Excel Entertainment and Reliance Entertainment. The movie will release in cinemas worldwide on 23^rd December, 2011 in both 2D and 3D formats.

Commenting on the 3D release of Don 2, Farhan Akhtar from Excel Entertainment said “The 3D Conversion of Don 2 has been done exceedingly well by the Reliance MediaWorks team and we are very happy with outcome. We explored the option of releasing the film in 3D by doing a test demo and the results came out looking fabulous and since it was translating well and technology has come to a point where we don't need to shy away from it, we decided to go ahead and give the audiences a 3D experience of Don 2.”

“After seeing the success of Harry potter which was also converted, we were absolutely sure that the experience and thrill of watching a 3D film is not lost if the conversion is done correctly and seeing the result of the demo done by Reliance we were convinced that we should bring Don 2 to cinemas in 3D” adds Ritesh Sidhwani from Excel Entertainment.

Reliance MediaWorks will offer Indian film studios well-established proprietary technologies, creative expertise and powerful tools for 3D project requirements. The Company will be able to provide quality and scale of services available through Reliance MediaWorks' operations in India which includes a team of more than 600 trained 3D artists.

Commenting on the development, Naresh Malik, COO – Media and Creative Services, Reliance MediaWorks said, “Being one of the leading 3D conversion service providers to Hollywood leaders has helped us understand and develop optimal solutions that can enhance 3D viewing. We look forward to leverage this global experience to deliver unparalleled results for a variety of applications and ultimately help Indian filmmakers in creating the finest possible 3D experience.”

Anil Arjun, CEO of Reliance MediaWorks added, “Hollywood has shown how 3D format can enhance the immersive audience experience and for Bollywood, 3D will prove to be the next technological phase in entertainment. Within next 2 years, the 3D cinema screen count is expected to cross 1500 screens in India and the penetration of 3D television will also be significant, establishing exceptional opportunity which Indian film studios can leverage to garner higher returns.”

Reliance MediaWorks' bouquet of 3D services includes stereoscopic 2D to 3D Conversion, services for 3D alignment issues, image and detail enhancements, grain and noise management and on-set consulting, DI grading for 3D, creation and handling of 3D DCPs and 3D camera services.

Reliance MediaWorks currently has a dominant and comprehensive presence in Film Services: Motion Picture Processing and DI; Visual Effects; Animation; Film Restoration and Image Enhancement; 3D; Digital Mastering: Studios and Equipment rentals with presence across India, USA, UK and Japan.

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