Prime Focus to convert Lucasfilm's Star Wars - The Phantom Menace to 3D for theatrical release

Lucasfilm and Prime Focus have announced their collaboration on the 3D conversion of Star Wars: Episode I The Phantom Menace for theatrical release, heralding an exciting new era inStar Wars entertainment. Prime Focus was selected by Lucasfilm and Industrial Light & Magic (ILM) following an exhaustive testing process.

Utilizing Prime Focus' proprietary View-D process, the cutting-edge conversion is scheduled to hit 3D theater screens on February 10, 2012. Involving meticulous crafting and attention to detail by Prime Focus' global team of artists, the 3D release promises a wonderfully immersive experience for fans of the original, and a big screen introduction for a whole new generation.

"It was incredibly important to me that we have the technology, the resources and the time to do this right," said Star Wars creator George Lucas. "I'm very happy with the results I've been seeing onEpisode I."

Prime Focus founder and CEO Namit Malhotra said: "Wherever you are in the world, the Star Wars films have become part of the very fabric of film-making - the epitome of the big cinema experience. To be chosen by Lucasfilm as a trusted partner, and to be given the time and opportunity to re-present this series as a new experience to both old and new audiences alike, is an incredible honor. For a project of this importance and magnitude, Lucasfilm and ILM would only have chosen a company with the best talent in the industry, leading proprietary technology and infrastructure, a production-proven pipeline and unmatched scale. I am hugely proud that Prime Focus is that company."

The extensive conversion process is being completed under the close supervision of John Knoll, Visual Effects Supervisor for ILM.

"Getting really good results from stereo conversion requires a lot of attention to detail and it is imperative that you take the time to get it right - and that's just what we're doing," said Knoll. "We're taking a different approach than you might expect. George's vision has been to add dimension to the film in subtle ways. This isn't a novelty conversion, with things jumping out at the audience; our goal has been to enhance the classic Star Wars theatrical experience, utilizing the latest cinematic tools and techniques."

Prime Focus is a global leader in 3D conversion and VFX, and has delivered work on films such asAvatar, Shrek, Tron: Legacy, Narnia: Dawn Treader and most recently Sucker Punch. Deploying its global View-D conversion team on the Star Wars project, led out of the Prime Focus Hollywood office, artists in Los Angeles, London and Mumbai are delivering shots via Prime Focus' 'Global Digital Pipeline.' In collaboration with ILM, the meticulous conversion is being completed with the utmost respect for the source material, and with a keen eye for both technological considerations and artistic intentions.

Find out more about Prime Focus 3D at www.primefocus3d.com. Prime Focus is exhibiting at the upcoming National Association of Broadcasters (NAB) show in Las Vegas, April 11-14 - booth number #SL10205, South Lower Hall.