Bollywood embraces Autodesk Technology

As the Indian enter­tainment industry continues to flo­urish,
many film studios and post-production facilities are turning to digital color
grading technology from Autodesk, Inc. Five Indian studios and post-production
facilities recently adopted Autodesk's Discreet Lustre system.

According to Price­waterhouseCoopers, the Indian
entertainment industry is one of the fastest growing sectors of the Indian
economy. It is valued at more than $4.65 bn today and is expected to grow at an
18 percent compound an­nual growth rate to reach more than $10.46 billion in
2009.

Pankaj Kedia, Director - South East Asia and India,
Autodesk's Media & Enter­tainment Division, said, “Maturing audiences
also dictate the creation of Indian films with an inter­national 'look and
feel' that enhances the narrative. These factors have contri­buted to a
greater use of Autodesk technology in the filmmaking process.”

In Bollywood, the Discreet Lustre system has shaped
groundbreaking films such as Kaal, Lakshya, Black, The Rising and Chocolate, and
has been used by Prime Focus and Pixion for several years.

Autodesk's Discreet Lustre system is employed as part of
a digital intermediate (DI) process, in which film is converted to
high-resolution digital files and then back to film. Converting to a digital
format gives filmmakers greater control over a film's color manipulation and
visual effects. Moreover, using a DI process often increases production
efficiency since shoots can be completed faster, with lighting, creative
decisions and finishing being perfected in the Discreet Lustre system during
postproduction.

Autodesk estimates that only two Bollywood films went
through a DI process in 2003. This number increased to 17 Bollywood films in
2004 and the company estimates that 60 Bollywood films under­went a DI process
in 2005.

DQW News Bureau Mumbai, March 1