Goafest 2010: "Maximise the 'effect' of communication": Michael Constantine

Michael Constantine, director, global marketing, Prime Focus, presented a session on how visual effects and post production can enhance the effect of a communication

On Day 2 of Goafest 2010, Michael Constantine, director, global marketing, Prime Focus spoke on how to maximise the effect of a communication through visual effects and post production.

To demonstrate what special effects can do to a piece of communication, he played some clips from the movies, Avatar and GIJoe. "Shiny, sexy executions can actually bring one's ideas to life and attract the attention of the viewers," said Constantine.

Identifying this age to be a tech age where new technologies are coming up every other day, he said that this evolution of technologies has helped the special effects industry (a nexus where technology and creativity collide) to flourish like never before.

According to Constantine, 3D technology is here to stay. He said, "In the last few years, the number of HD channels has gone up from 1 to 50. Big companies such as Sony are making 50 per cent of their products 3D and HD ready. There will be 20-30 new 3D channels globally by the end of this year."

"If you have a 3D channel, you need to have enough 3D material. This is where the visual effects industry will get to flourish," he predicted.

According to Constantine, certain misconceptions about special effects are still circulating in India. "Many people think that this is a Hollywood phenomenon and is a very costly affair - which is not true," said Constantine.

He elaborated that the technology required for creating effects is easily available these days. Expertise is also available and the cost is not sky rocketing any more. Thus, there's no reason why the Indian industry should shy away from using effects. "They just need to be a little more ambitious," he added.

To reinstate his point, he put forward the example of his own company, which started in Mumbai with 14 people and now stands to be a global network working on some of the most prestigious projects from both Hollywood and Bollywood. Constantine also mentioned how the company braved the recent economic slowdown and emerged as a unique network across the world in the post recession period.

He concluded his presentation by reiterating, "Ours is an Indian multinational company serving clients from all across including India. So there's no reason to take our business as a Hollywood phenomenon."