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Prime Focus to open Gotham facility

New shop marks East Coast expansion

Prime Focus, the Indian-owned vfx and post-production company, will open a facility in New York, doubling its Gotham workforce.

The 13,300-square-foot facility, at 345 Hudson St. in Manhattan’s West Village, is a major expansion for Prime Focus on the East Coast. Company currently has 22 staffers at a different Hudson Street address. Management hopes to double that.The new facility will include a stereo-3D enabled DI theater, offline and online editing suites. Advertising and broadcast projects will get access through the site to Prime Focus’ “View-D” 2D-to-3D conversion technology.

Joint managing director Anthony Matt told Variety that there will be a front-end visual effects presence in the new office of eight people.

“Then we’ll see how the market grows,” he said. “We’re not going to build a large visual effects facility from the get-go, because we have a lot of bandwidth in London, Los Angeles and India.”

Matt said advertisers are eyeing 2D-to-3D conversion for commercials, especially for screening as part of theatrical preshows.

“We’re working upfront with the directors beforehand so they can plan a 3D spot even if they shoot it in 2D. We liken it to 16×9 safe and 4×3 safe; you plan ahead to plan for both,” he said.

Matt and joint managing director Mary Martin will oversee the move from Prime Focus current offices at 435 Hudson St. Company has signed colorist Eric Alvarado as part of the expansion.