Framestore adds to ‘Avatar’

Effects company finds way in industry

Among the companies working on “Avatar” is the Iceland branch of Framestore, Europe’s largest digital visual-effects company.

The Reykjavik branch was set up in July 2008 when Dadi Einarsson, who had worked for the company for several years, decided to move back to his native country.

Framestore employs about 20 people in Reykjavik, including animators, CG artists, compositors, plus paint and roto artists.

The Icelandic economy seemed strong when the office was set up, but since the global financial meltdown, Iceland has upped its tax break from 14% to 20%, making it an even more attractive place to film.

“There is a strong tradition of visual arts here, and the work force is very well educated and highly motivated. There’s minimal bureaucracy, and it’s relatively easy to make things happen here if you have a good idea,” Einarsson said in an email.

Among the shop’s other credits are Warner Bros.’s “Where the Wild Things Are.”

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