Hindi
Why Padmaavat in 3D almost didn’t happen
Fans can’t stop raving about the 3D version of Padmaavat and how it drew them right into the world of Queen Padmavati. However, it is a little known fact that director Sanjay Leela Bhansali had long been considering the idea of releasing his films in 3D. “We wanted to try 3D with Guzaarish and we’d also tested a few shots for Bajirao Mastani which looked fantastic but it eventually didn’t happen,” shared DoP Sudeep Chatterjee.
The splendid colour grading and stereo conversion services for Padmaavat were handed over to Prime Focus World (PFW). Jimmy Philip, PFW Stereo Supervisor worked closely with Padmaavat’s DoP – Sudeep Chatterjee and Director Sanjay Leela Bhansali to deliver the 3D version of the magnum opus.
Sudeep also went on to reveal how Padmaavat in 3D almost didn’t happen. He said, “Padmaavat in 3D was always an idea but it was only sometime in July-August when we got a nod for 3D conversion. Although a major apprehension was that there was very less time and we weren’t sure if we’d be able to pull it off. There are many things that can go wrong during 3D conversion – ideas can shift, dimensions can shift, with one character appearing bigger than the other. So naturally, a lot of work was put into the conversion of the film.”
Sharing details about the behind-the-scenes efforts that went into making the 3D version a reality,
PFW Stereo Supervisor, Jimmy Philip said, “There are lots of 3D moments in this scene, with floating embers, dust drifting across the battlefield and arrows flying towards camera – it’s a great sequence and a fittingly dramatic climax for the film. We leveraged our extensive elements library to recreate most of these FX elements, while also carrying out additional comping to enhance the overall effect.”
Talking about the enormity of the task, Jimmy shared, “Over 2000 stereo shots that we delivered for the movie were completed in a tight timeframe of just 2 months.”
As they say, hard-work always pays and Padmaavat emerged strong amidst controversies to give the audiences an unforgettable visual treat.
Hindi
UFO Cine Media Network unveils ‘India’s biggest cinema moment ever’
Dhurandhar 2 and Toxic tipped to deliver rare pan-India scale for brands
MUMBAI: UFO Cine Media Network is pitching an upcoming dual-film release weekend as what it calls the largest advertising opportunity cinema has offered in India, banking on an estimated 100 million cumulative footfalls nationwide.
The initiative, branded “India’s Biggest Cinema Moment Ever”, is anchored around the simultaneous release of Dhurandhar 2 – The Revenge and Toxic, two high-profile action films expected to dominate screens across regions and languages. Trade projections, supported by cinema measurement tool Procat, suggest the combined lifetime theatrical run could deliver one of the widest audience concentrations seen in recent years.
Dhurandhar 2 – The Revenge, an India–Pakistan spy thriller, is set to release in five languages, broadening its appeal across northern and southern markets. The franchise has already built a sizable multilingual following through theatrical runs and streaming platforms. Toxic, fronted by pan-India star Yash, is expected to draw heavy footfalls across southern circuits and beyond, buoyed by the actor’s proven box-office pull.
UFO, which operates an in-cinema advertising network spanning more than 4,100 theatres, is positioning the release window as a rare moment of synchronised national attention. Its footprint covers multiplexes and single screens across over 1,500 towns and cities, allowing advertisers to deploy campaigns at scale during a single weekend.
Executives at the company argue that cinema’s value lies not just in reach but in attention. Unlike digital or television, audiences are captive, emotionally engaged and free from distraction, they say, translating into stronger recall and measurable returns for brands. With advertisers increasingly focused on performance-led media planning, UFO is framing the dual release as comparable in scale to India’s largest broadcast and sporting properties.
Industry observers note that as theatrical exhibition expands deeper into Tier 2 and Tier 3 markets, such tentpole weekends are becoming anchor moments for annual media strategies. If Dhurandhar 2 – The Revenge and Toxic deliver as expected, the weekend could set new benchmarks not only for box office numbers, but also for cinema’s evolving role as a high-attention advertising medium.
