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Prime Focus to open VFX and post-production facility in New York
MUMBAI: Prime Focus will open a new visual effects and post-production facility in the West Village, New York City.
The facility is being designed as an integrated solution for New York‘s production community.
The opening of the 13,300 sq ft studio at 345 Hudson Street, slated for early summer 2011, marks a major expansion of Prime Focus‘ presence on the East Coast and signals a renewed focus on the New York advertising, broadcast, content services and feature film markets.
In addition to the centrepiece of the new facility, a stereo 3D enabled DI theatre, the new studio will offer a 5.1 mixing theatre, a full complement of offline and online editing suites, 2D VFX suites and 3D VFX seats.
The facility will also give clients an access to View-D, Prime Focus‘ market-leading proprietary 3D conversion process that has been used on a number of major Hollywood titles including The Chronicles of Narnia: Voyage of the Dawn Treader as well as the stereo conversion of advertising and broadcast projects.
The increased capacity will also allow Prime Focus to double its workforce in NY.
Said Prime Focus joint managing director Mary Martin, “This expansion of our services, infrastructure and capacity is a natural step for Prime Focus in New York. We pride ourselves on the personal service, comfort and convenience we offer our clients here in NY, and this new facility will allow us to continue to offer this with the addition of a brand new infrastructure and an expanded range of services.”
Connected by Prime Focus‘ ‘Global Digital Pipeline™‘, the NY facility will closely work with its sister offices in London on advertising and broadcast projects, capitalising on the opportunity to offer clients on both sides of the Atlantic extended reach and services and with its Los Angeles and Vancouver offices on VFX and View-D projects.
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With 57 per cent single new users, Ashley Madison rebrands as discreet dating platform
Platform says majority of new members now identify as single
INDIA: Ashley Madison is shedding the “married-dating” label that defined it for two decades, repositioning itself as a platform for discreet dating in what it calls the post-social media age.
The rebrand, unveiled in India on 27 February, 2026, marks a structural shift in business model and identity. Once synonymous with married dating, the company now describes itself as the “premier destination for discreet dating” under a new tagline: Where Desire Meets Discretion.
The pivot is data-driven. Internal figures show that 57 per cent of global sign-ups between 1 January and 31 December, 2025 identified as single: a notable departure from the platform’s married core. The company argues that its community has already evolved beyond its original positioning.
“In an age where our lives have been constantly put on public display, privacy has become the new luxury,” said Ashley Madison chief strategy officer Paul Keable. He framed the platform’s offering as “ethical discretion” for singles, separated, divorced and non-monogamous users seeking private connections.
The shift also taps into wider digital fatigue. A global survey conducted by YouGov for Ashley Madison, covering 13,071 adults across Australia, Brazil, Canada, Germany, India, Italy, Mexico, Spain, Switzerland, the UK and the US, found mounting discomfort with hyper-public online lives.
Among dating app users, 30 per cent cited constant swiping and messaging as a source of fatigue, while 24 per cent pointed to pressure to curate public-facing profiles and early personal disclosure. Some 27 per cent said fears of screenshots or information being shared contributed to exhaustion; an equal share cited unwanted attention.
The retreat from oversharing appears broader. According to the survey, 46 per cent of adults actively try to keep most aspects of their life private online. Only 8 per cent feel comfortable sharing most aspects publicly, while 35 per cent say they are becoming more selective about what they disclose.
Ashley Madison is betting that this cultural recalibration towards controlled visibility can be monetised. By doubling down on privacy infrastructure and reframing itself around discretion rather than infidelity, the company is attempting to convert reputational baggage into a premium proposition.
