Film Production
Prasad EFX delivers VFX for Rakesh Roshan’s ‘Krrish’
MUMBAI: Prasad EFX, one of the largest Digital Post Production Studios in India, has executed more than 1200 VFX shots for the upcoming Hrithik Roshan starrer Krrish.
The movie, produced and directed by Rakesh Roshan, is loaded with spectacular VFX and is all set to catapult Indian VFX to Hollywood standards, says the company in an official release.
VFX Supervisors from Hollywood Craig Mumma and Marc Kolbe, worked with a team of more than 100 VFX specialists in Prasad EFX to come out with the VFX sequences.
Prasad EFX senior team leader Himakumar says, “We have done very high end 3D modeling and animation including whole body scans. A lot of 3D models of cars, bikes, helicopter, birds and animals were created and animated to match live action footage. Fire sequences are always a challenge and we have used it to great effect in Krrish. Very complicated wire removals and compositing work were minutely executed, so were critical special effects that add intensity to images and action shots. A whole futuristic set was designed and implemented by the team at Prasad EFX in 3D.”
Rakesh Roshan says, “Prasad EFX has exceeded my expectations because they’ve done a fantastic job – unbelievable! I was a bit tense as to whether it will be to the standard of Hollywood but I think they have lifted the status of the film to a very high level. It is not like Hollywood. It is Hollywood. I salute the entire EFX team.”
Craig Mumma, who has to his credit films including Independence Day and Godzilla, says, “One of the reasons I was approached by Rakesh Roshan to work on Krrish was because we wanted to do some mind blowing, world standard VFX. We had to keep various things in mind, budgets, capability, infrastructure and so on. We looked at many studios and all our efforts pointed to Prasad EFX. I wanted to work with a company that will get involved with the project to a very deep level. EFX in my past couple of years of experience with other projects has delivered the goods well above my expectations.”
Adds Craig, “Working with the people at Prasad EFX has been a great experience. They understand films, they understand VFX and that way I was able to get the most out of them. The VFX will be a trendsetter. We will see more of this happening in the future.”
Prasad EFX also provided the Digital Intermediate service for Krrish. Senior line producer, DI, Rajiv Raghunathan says, “DI is catching on fast. Right now it is the big budget and special effects intensive movies that use this service. Once filmmakers understand the advantages of having a Digital Master at 2K/4K resolution, then only the full potential of DI will be realized. Digital Cinema, DVD masters, HD/Sd outputs, Mobile/PDA delivery, web and other future media can be served content from a single digital master resulting in consistency, cost & time savings and flexibility. Very soon DI will be part of the planning for all movies. One obvious change noticed in the past one year is that DI is being used more towards enhancing the look and feel of the film as opposed to correcting shooting flaws.”
Prasad Film Labs made over 700 prints for Krrish for national and global distribution form the DI negatives, according to the official release.
Film Production
Priyanka Kaur Dhillon joins SVF Entertainment as lead for music distribution
A seasoned content dealmaker with 16 years in digital and satellite media joins the Bengali entertainment powerhouse as it pushes into the pan-India music market
Mumbai: Priyanka Kaur Dhillon has made her move. The content acquisitions and commercials veteran, most recently commercial manager at Sony Pictures Networks India, has joined SVF Entertainment as lead for music distribution, stepping into one of the more interesting briefs in regional entertainment right now.
SVF is no ordinary regional label. Over 30 years it has built a formidable legacy in Bengali cinema and music, driven by culturally resonant storytelling and a catalogue that consistently punches above its weight. Its recent success with Chiraiya underlines the point. But the Kolkata-based powerhouse now has its sights firmly set beyond Bengal, most visibly through Legacy, a rap reality series produced in collaboration with hip-hop label Kalamkaar that signals a deliberate push into the pan-India music ecosystem.
Dhillon brings precisely the kind of muscle SVF needs for that expansion. At Sony Pictures Networks India, she led film acquisition and commercials and handled music licensing across the entire satellite network. Before that, she spent nearly 15 years at Hungama, rising to assistant general manager and leading strategic content licensing for the platform’s digital entertainment business, with a particular focus on international markets. Her label relationships span the full roster: Sony Music, Universal Music, Warner Music, Believe International, Tunecore, The Orchard and a clutch of smaller aggregators. She has negotiated and closed deals with Hollywood studios, Bollywood production houses and regional content players alike, building pricing models and deal structures off data analysis rather than instinct.
Announcing the appointment, Dhillon said she was “thrilled to begin this journey with an iconic Bengali music label and content powerhouse,” adding that SVF’s “constant drive to push boundaries” was what drew her to the role.
SVF has spent three decades proving that regional does not mean limited. With a sharp commercial operator now steering its music distribution, its bid to go national just got a good deal more serious.
