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