‘Avatar’ producer lauds Reliance MediaWorks (Superseeding earlier story)

March 9th, 2010 - 7:29 pm ICT by IANS  

Benjamin Button New Delhi, March 9 (IANS) Hollywood filmmaker Jon Landau, who co-produced 3D sci-fi “Avatar”, has praised Lowry Digital, a subsidiary of Reliance MediaWorks Ltd, for enhancing live-action scenes in the film.
“Lowry Digital’s innovative digital image processing helped us create the wholly immersive world that Jim (director James Cameron also co-producer of the movie) imagined. We brought Lowry in to clean up and enhance live-action scenes where necessary, allowing us to present 3-D images with unprecedented quality,” Landau, COO at Cameron’s Lightstorm Entertainment and producer of “Avatar”, said in a statement.

“Avatar”, the most successful film in history with more than $2 billion in ticket sales, bagged three Oscars for art direction, cinematography and visual effects.

Cameron and Landau asked Lowry Digital to adapt and apply new image processing techniques than existing under tough time constraints for “Avatar”. With very little time at hand, the company established a special 24×7 pipeline of data technicians and image processing experts and worked non-stop through the final two months of the movie.

“To achieve the truly immersive experience Jim desired for ‘Avatar’, the picture quality bar was set extremely high. But that’s only half the story. In addition to the challenging quality goal, there were so many pixels to process and so little time,” said Lowry Digital Executive Vice President Mike Inchalik.

Added Anil Arjun, CEO of Reliance MediaWorks: “We are thrilled that Lowry Digital was selected by a true Hollywood visionary like James Cameron for this landmark 3-D film and the success of this creative combination can be witnessed through Avatar’s winning of technical accolades at the Oscars.”

Based in Burbank, California, Lowry Digital is a post-production unit that utilises proprietary image processing science to deliver superior picture elements for a wide range of content owners and producers.

Before “Avatar”, Cameron collaborated with the company for his projects including “Aliens of the Deep”, “Last Mysteries of the Titanic” and the high-definition home video releases of “Terminator”, “Aliens” and “True Lies”.

Lowry Digital’s other credits include digital image enhancement of movies like “The Curious Case of Benjamin Button” and “Zodiac”.

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