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on 2007/10/17 22:40:09
The reason why Drona starring Abhishek Bachchan and Priyanka Chopra had been kept under wraps is finally out. It will mark the foray of Eros International — with a market cap of $1.2 billion — into visual effects, in association with Charles Darby who has worked on films like Harry Potter and The Prisoner of Azkaban, Titanic and Matrix, among others. Their new company will be called Eyeqube Studios.
“We intend to change not just visual effects in India, but to form a company that alters the way large films are produced here, putting a creative system in place more reminiscent of Hollywood," said creative director, Eyeqube, Darby.
Beginning with an initial capital of about $5-7 million, Eyeqube, a fully-owned subsidiary of parent Eros which will hold a majority stake, is looking at home productions with a budget of $40-50 million. “Scale is critical, as is productions of international quality. While our big movies are grossing phenomenal sums of money, the potential is much more, for which we need scale. Of the world’s most successful 100 films, 25 are ones with visual effect-driven films,” said COO, Eros, Jyoti Deshpande.
Eyeqube is positioned to be India's first company that’s built from the ground-up for film effects supported by cutting-edge training from renowned international experts in the field. Charles Darby is one of the pioneers of digital matte paintings and has been associated with more than 45 films in the past 13 years. It will exclusively handle visual effects for all of Eros International's productions and co-productions.
"Eyeqube will help raise the bar of Indian visual effects and catapult the industry to international standards. Our artistes deserve better, our filmmakers deserve better and above all, our audiences deserve better. Eyeqube will produce not only Indian films with visual effects never seen before, but also be selectively involved with a few prestigious international projects. This is our chance to build something special for the Indian film industry," chairman, Eros, Kishore Lulla summed it up.
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