Prime Focus (PFL) caters its services in media industry. It is the largest entertainment services company that offers creative and technology services to filmmakers in India and across the globe.
It offers services that include camera rental, post production, digital intermediate, visual effects and animation for feature films, commercials and television.
The company started its journey in the year 1995 with a one non-linear editing system that provided packaging for many long form episodics. Within the period of two years Prime Focus emerged as a market leader in television packaging with 23 weekly shows being broadcast.
In 1997, the company forayed into advertising business. It purchased India’s first high end finishing system “Fire”. With the help of this system the company created advertisement, broadcast design and music videos. In 2000, the company started its telecine operations.
In 2001, it was first to start high end film scanning and recording services. In the same year it started digital post production services for films. In the year 2003, the company brought India’s first spirit datacine. In the same year, the company developed its first digital feature film and also introduced new service namely Digital Intermediate.
In 2004 the company was the first Indian company to offer Motion Control services using the only MILO motion control rig in Asia. It also introduced digital shooting using Panasonic Varicam HD.
In the year 2006, the company started offering high end 3 Perf Super 35 camera rental that saved cost of production by 25%. In the same year the merged VTR and Clear thus led to entrance in UK market. The amalgamated company was named as Prime Focus London. Within a small time frame the company became a leading broadcaster, advertising agency and feature film clients in the UK industry.
It also opened facilities in Hyderabad and Chennai. Currently it operates studios four located at Mumbai, one in Chennai and Hyderabad, and four in Soho, London. It has presence in continents like Asia, Europe and North America.
Company acquired Post Logic Studios and Frantic Films VFX for US $ 43 million. This acquisition has led to addition of four new facilities located at Los Angeles, New York, Vancouver and Winnipeg. The acquired companies has been part of movies namely Halloween, American Gangster, X-men, Superman Returns, Fantastic Four are many more.
PFL’s UK based company Prime Focus London has worked on projects namely Quantum of Solace, 10000 BC, Fred Claus, The Golden Age, Harry potter and the order of the Phoenix and Stardust.
In India, it has worked on projects namely Jodhaa Akbar, Welcome, Ghajini, Dostana, Bachna Ae Haseeno and many more. In area of advertisement it created ads for Himalayan Mineral Water, Sony Bravia, Panasonic, Sony Viao and many more.
The company received two awards at London International Awards 2007 such as Gold Award for Cinematography for Happy Dent Advertisement and Silver award for Nike advertisement.
The company has received various awards for its Happy dent Advertisement as Asia Pacific Advertisement Festival 2007.