Prime Focus rebranding globally

2D-to-3D conversion firm also launching new initiatives

LONDON -- Visual entertainment services group Prime Focus is rebranding its outposts, prepping a proprietary 2D-to-3D conversion process and pushing a Web-based media asset management service to help film studios, broadcasters and advertisers more efficiently manage their content and workflows.

The company is embarking on a global rebrand after a three-year period of acquisition of companies across the globe.

Prime Focus founder and CEO Namit Mahotra told The Hollywood Reporter that the business banners in Los Angeles, Vancouver, Mumbai and London -- including Prime Focus London, blue, Machine, Post Logic and Frantic Films VFX -- are to be branded Prime Focus.

Mahotra also said the company is also prepping the launch of View-D, a proprietary 2D-to-3D conversion process that allows filmmakers to create stereoscopic 3D movies from source material shot on virtually any medium. And the company is also pushing CLEAR, a Web-based media asset management service.

Mahotra said the ambition of the newly branded global outfit is to marry creativity with technology and to ensure his company can offer a worldwide operation to filmmakers, television companies and new media players alike.

"We want to be the company that bridges the creative and technological and offers both sides a place to meet," Mahotra said. "The speed of change in technology is so fast that we feel [at Prime Focus] that some companies have become static. We can offer a global solution for content providers who want to digitize, archive and monetize their creative output as well as being a cutting edge post-production outpost."

Prime Focus is embarking on a series of special events to mark its rebrand and product launches beginning with a shindig here Tuesday evening. Mahotra and company then jump on a jet to Los Angeles before events planned in Mumbai and Vancouver.