Special effects for visual thrill
S. R. ASHOK KUMAR
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Action or romance, animation has come to stay.
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EYE ON INNOVATION : Veerashekar
Animation, these days, is playing a big role in enhancing the visual appeal of films. Not only action pictures even social themes are embellished with hi-tech tricks. The huge python in ``Chandramukhi" and the fight scenes in ``Sachein" are latest examples. Work in both cases was handled by Land Marvel Animation. Excerpts from an interview with Veerashekar, Managing Director.
Where does the Indian animation industry stand vis-à-vis the global scene?
India is emerging as an important player. Clients in the U.S. and the U.K. are approaching Indian animators for visual effects. This was not the case a few years ago (during 1998 - 2003). A NASSCOM study shows that the global animation production market is set for a big growth.
What, do you think, should be done to cope with the challenges?
Instead of waiting for projects to come to us, we should start producing content for international viewers. We have to create our own IP (intellectual property) rights and generate revenue. Funds might be a problem because the sale cycle is lengthy. The product has to be sold in different regions, channels and distributors, and to get accumulated revenue on these entire regions, it might take anything from 18 months to 24 months. The producer, in the mean time should move on with other projects. This requires a big financial backup.
What are the highlights of Land Marvel Animation Studio and its plans for the future?
HEAD IN A HOLE: Sachein
Land Marvel was started in mid-2004. From an initial strength of 20, it has grown to an 80-member strong team in a short period of six months. The core effects team has delivered a record 90 minutes of visual effects for Tamil, Telugu and Hindi films including Rajnikanth's ``Chandramukhi," Vijay's ``Sachein," Venkatesh's ``Chandra Bose," Prabhu Deva's ``Nuvvostanante Nenoddantana," among others. The present projects include two Ram Gopal Varma movies Jeyam Ravi's ``Mazhai," S. J. Surya's ``Aahaa." Land Marvel recently delivered a 3D Interactive walkthrough to the Royal Army of the Sultanate of Oman. Our clients include those from the U.S., the U.K. and Canada.
The Animation Studio is financially backed up by the Land Marvel Group whose flagship company `Land Marvel Homes' is one of the largest property development companies in Chennai.
What distinguishes Land Marvel from other such outfits in the country?
BREATHTAKING: A scene from Chandramukhi
Land Marvel's core team has more than 12 years of industrial experience. This group has completed visual effects for more than 120 films in the domestic market and a few international. The main strength of Land Marvel is its in-house training division which recruits talented students of arts and visual communication colleges. The candidates are trained in animation and visual effects for six months and then absorbed.
What is Land Marvel's contribution to ``Chandramukhi?"
We have done more than 10 minutes of visual effects and animation.
This includes the fight sequence that introduces Rajini, the climax fight, the song sequence and the snake. The effects were well received by the audience.
And ``Sachein?"
``Sachein" was something very special because the scenes were shot using high-speed cameras (at 500fps). Water was digitally created using our proprietary software.
This kind of work calls for ceaseless efforts.
"Yes. Our R&D team is always on its toes, improving and innovating. For instance, we are in the process of developing advanced tools for visual effects to produce rain, water and so on.
What is on the anvil?
Land Marvel has signed several projects in Tamil and Telugu apart from the three Hindi ones.
The company is investing in a full-fledged facility in Siruseri IT park (on a sprawling five-acre plot) for animation.
This studio will be equipped with state-of-the-art infrastructure. Land marvel's plan is to go with digital film production for the mainstream market in Tamil, Hindi and English.
We are also in touch with some Hollywood production houses, to do a co-production in 3D animation film and TV episodes. The aim is to emerge as an "entertainment conglomerate."
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