Prime Focus Launches View-D™

razpr · October 12, 2009 12:56 am

Tags: 3D, film, filmmaking, Frantic Films, Prime Focus, Renderosity, stereoscopic, VFX, ViewD

Thumb14759.jpgPrime Focus, one of the world’s largest visual entertainment services groups, is proud to announce the launch of View-D™, a proprietary 2D-to-3D conversion process that allows filmmakers to efficiently create stereoscopic 3D movies from source material shot on virtually any medium. View-D™ will be introduced at international launch events in Mumbai, London and Los Angeles to unveil the Prime Focus global rebrand, in which Post Logic and Frantic Films VFX will be brought together under the Prime Focus name.

“3D moviemaking has proven to be more than a passing trend -- it’s rejuvenating international box offices and giving filmmakers a new storytelling technique that enriches the movie-going experience,” said Michael Fink, CEO, Prime Focus VFX. “Prime Focus is a visual effects facility, so we’ve been calculating 3D space from 2D images for years, and developed the technology behind View-D™ after having worked on several stereo 3D shows. With View-D™, we’re offering the industry an exciting new production method to convert both library titles and new releases to terrific stereoscopic quality in considerably less time than other methods."

View-D™ was developed under the guidance of Chris Bond, President and Senior Visual Effects Supervisor of Prime Focus VFX. “We’re very excited to be offering View-D™ to the industry,” stated Bond. "With View-D™, it’s about giving filmmakers the gift of time, because our approach allows the possibility of interactive creative sessions with our stereographers, similar to a DI session. Filmmakers can also now shoot a movie with a single camera, on film, without having to be locked into digital cameras and potentially complicated stereoscopic camera rigs. View-D™ critically shortens the length of time of conversion, such that conversions can now be fit into the postproduction schedule.”

About Prime Focus Prime Focus is a global Visual Entertainment Services group that provides creative and technical services to the film, broadcast, commercials, gaming, internet and media industries.

The group offers a genuine end-to-end solution from pre-production to final delivery - including previsualisation, equipment hire, visual effects, video and audio post-production, digital intermediate, digital asset management and distribution.

Prime Focus employs more than 1200 people with state-of-the-art facilities throughout the key markets of North America, the UK and India. Using its ‘worldsourcing’ business model, Prime Focus provides a network that combines global cost advantages, resources and talent pool with strong relationships and a deep understanding of the local markets.

Prime Focus is a public stock company with shares traded in the Mumbai and National Stock exchanges in India (Symbol - PRIMEFOCUS). Prime Focus also owns and operates Prime Focus London plc (Symbol - PFO), which is publicly traded in the LSE’s AIM market. For more information, please visit

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Article Comments

crocodilian ( posted at 2:30PM Sun, 18 October 2009

A press release without so much as a hint of the details. A 2D to 3D process? OK, fine. There are a lot of those. And? You've got to read between the lines to get some idea of what View-D is likely to be doing. Since they're referring to creating new 3D versions from 2D library footage (where you can't go back and "invent" a second camera), my guess would be that they generate a stereoscopic effect by synthesizing z-depth from optical pixel tracking (the kind of thing Boujou and other trackers do) Its not new technology. The wizards of this stuff are 2d3

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