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Edition: U.S. Article Comments (1) Save Email Print Reprints Most Popular Most Shared Iran fuel deal would not fix nuclear issue-France 7:26am EDT Iran says will continue 20 percent enrichment 8:33am EDT Thai troops close in on protest encampment | Video 10:53am EDT Volcanic ash grounds hundreds of European flights | Video 7:22am EDT U.S. stocks down on earnings outlook | Video 11:33am EDT Iran agrees atom fuel deal with Turkey, Brazil 11:44am EDT Factbox: Current sanctions on Iran over nuclear program 7:28am EDT Europe blocks U.S. emergency exit door 16 May 2010 ADHD in kids tied to organophosphate pesticides 10:04am EDT U.S. reverses stance on treaty to regulate arms trade 14 Oct 2009 ADHD in kids tied to organophosphate pesticides 10:04am EDT Apple's iPhone replaces BlackBerry for some bankers 8:35am EDT U.S. reverses stance on treaty to regulate arms trade 14 Oct 2009 Thai troops close in on protest encampment | Video 10:53am EDT Iran says will continue 20 percent enrichment 8:33am EDT Exclusive: Waddell is mystery trader in market plunge 14 May 2010 Iran agrees atom fuel deal with Turkey, Brazil 11:44am EDT WHO study has no clear answer on phones and cancer 16 May 2010 UPDATE 1-WHO study has no clear answer on phones and cancer 16 May 2010 U.N. to pick Costa Rican as new climate chief: sources 9:44am EDT Indian company trains small army to meet 3D surge Mike Collett-White CANNES Mon May 17, 2010 9:59am EDT Related News Sony aims for 5-fold jump in profit but lags consensus Thu, May 13 2010 Avatar's James Cameron urges producers to embrace 3D TV Thu, May 13 2010 Avatar's Cameron urges producers to embrace 3D TV Thu, May 13 2010 UPDATE 2-DreamWorks sees 3-D premiums up, film costs down Tue, May 11 2010 Market turmoil, ash, storms cloud Cannes festival Mon, May 10 2010 Visitors wear 3D glasses as they watch a presentation at the Deutsche Telekom stand on the CeBIT computer fair in Hanover March 2, 2010. Credit: Reuters/Fabrizio Bensch CANNES (Reuters) - India's Reliance MediaWorks, part of the Reliance ADA group, is training a small army of artists to meet the rise in demand for 3D films following the huge success of James Cameron's "Avatar" and other films. Entertainment | ipad | Film | Media Films like "Avatar," with its record-shattering $2.7 billion global box office, "Alice in Wonderland" and "Clash of the Titans, have convinced studios to spend extra cash and add a third dimension to movies to boost box office earnings. While film directors like Cameron debate whether converting 2D films to 3D, or filming directly in 3D, is the best way forward in the future, studios are using conversions as the most cost-effective way to meet audience demand. Reliance, part of the conglomerate owned by Indian billionaire Anil Ambani, has begun training more than 2,700 artists to make 2D pictures into 3D in the next year or so. Based in India, they aim to process between 10-15 films a year, each worth between $8-15 million to the company, targeting "blue chip" projects from major Hollywood studios. "We are looking at focusing on A-list clients," Anil Arjun, CEO of Reliance MediaWorks, told Reuters. "And while scale is important, volume is not necessarily the key driver," he said. Experts in the field warn that the laborious task of high-quality conversion is complex, but Reliance hopes to prove doubters wrong with its first film, likely this year. When asked if he thought the 3D project a risky one at time of economic uncertainty, Arjun replied: "In 2009, probably the worst year for the world economy, the film industry grew substantially. And we also focus on next-generation applications like 2D to 3D and high definition." EXPLODING GROWTH In fact, the industry installing digital projection systems in theatres, anticipating huge future demand for 3D films. The number of digital movie screens in European Union countries, for example, went from about 1,500 in 2008 to nearly 4,700 in 2009, according to industry group MEDIA Salles. And consumer electronic makers such as Sony Corp are just now starting to ramp up 3D TV set production for homes. To insure quality, Reliance has linked with In-Three, an established 3D player in Hollywood which shared its technology and will oversee its progress via information sent down Reliance's high capacity fiber-optic cable. "They reckon that a film like 'Clash of the Titans', even though the 3D was very poorly received (by critics), probably added $20 million to the opening weekend box office in the United States," said Patrick von Sychowski, head of strategy at Film and Media Services, Reliance MediaWorks. "That means (the conversion) probably paid for itself...in the opening weekend, so...it's something that studios are willing to spend on because they see the immediate paybacks. "Right now, on the back of 'Avatar' and 'Alice in Wonderland', everybody wants every one of their (major) titles to be in 3D. The world has only just woken up to 3D and you can't magically create a facility able to handle 10-15 titles overnight. We're ramping up really quickly." As well as 2D to 3D conversion, another 1,200 artists will restore old films so they can be watched in high definition. Damian Wader, vice president of business development at In-Three, said the Reliance tie-in was not about acquiring cheap labor in India, but did concede that it would represent significant savings. "It's not this cheap labor that everybody keeps quoting," he told Reuters. "It is skilled labor. There's no doubt about it. But it certainly is done in a less expensive way than it would be if you ran something similar in America." He added that providing another company with the company's technology should only help boost the nascent business. "We already have turned people away," he said. "There's so much work to be done out there, we need to work together." (Reporting by Mike Collett-White; Editing by Bob Tourtellotte and Paul Casciato) Entertainment ipad Film Media Comments See All Comments (1) | Post Comment May 17, 2010 11:06am EDT “Damian Wader – “It’s not this cheap labor that everybody keeps quoting,” he told Reuters. “It is skilled labor.” Really, you expect people to buy that pile of manure? It is cheap labor pure and simple. I never saw any companies in the USA or UK spend money on training their employees to do the latest greatest new thing. They went out and hired people who already had trained themselves in the skills required. Until the global job market is a level playing field well paying jobs like these will keep going to countries with workers who get paid less than in the west. MagAodh Report As Abusive See All Comments (1) Add a Comment *We welcome comments that advance the story directly or with relevant tangential information. We try to block comments that use offensive language or appear to be spam and review comments frequently to ensure they meet our standards. If you see a comment that you believe is irrelevant or inappropriate, you can flag it to our editors by using the report abuse links. Views expressed in the comments do not represent those of Reuters. © Copyright 2010 Thomson Reuters Editorial Editions: Africa Arabic Argentina Brazil Canada China France Germany India Italy Japan Latin America Mexico Russia Spain United Kingdom United States Reuters Contact Us Advertise With Us Help Journalism Handbook Archive Site Index Video Index Analyst Research Mobile Newsletters RSS Podcasts Widgets Your View Labs Thomson Reuters Copyright Disclaimer Privacy Professional Products Professional Products Support Financial Products About Thomson Reuters Careers Online Products Acquisitions Monthly Buyouts Venture Capital Journal International Financing Review Project Finance International PEhub.com PE Week Thomson Reuters is the world's largest international multimedia news agency, providing investing news, world news, business news, technology news, headline news, small business news, news alerts, personal finance, stock market, and mutual funds information available on Reuters.com, video, mobile, and interactive television platforms. Thomson Reuters journalists are subject to an Editorial Handbook which requires fair presentation and disclosure of relevant interests. NYSE and AMEX quotes delayed by at least 20 minutes. Nasdaq delayed by at least 15 minutes. For a complete list of exchanges and delays, please click here.

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