The DNEG Group has completed its acquisition of Prime Focus Technologies (PFT), a creator of AI-powered technology solutions for the Media and Entertainment (M&E) industry. PFT, which was previously a subsidiary of the DNEG Group’s parent company Prime Focus Limited, has offices across North America, Europe, and India.
The strategic acquisition, which was previously announced with the issue of a memorandum of understanding on April 13, 2023, boosts DNEG Group’s technological capabilities with PFT’s media workflow and automation software suite, CLEAR®, and CLEAR AI®, a multi-modal Gen AI platform powered by patented "Machine Wisdom" technologies, purpose built for the M&E industry. CLEAR® and CLEAR AI® offer streaming platforms, studios, broadcasters, and brands transformational solutions to help manage content, video collaboration and automation in the content production and distribution process.
Acquiring the software-as-a-service business of PFT advances the DNEG Group’s status as an end-to-end solutions provider, enabling its expansion into media tech and distribution services, including fulfillment, localization, and marketing, and allowing the DNEG Group’s worldwide M&E client-base to realize the financial, operational, and strategic benefits of managing the entire lifecycle of their content with one trusted partner.
The completion of the acquisition follows the announcement last week of a $200 million investment in the DNEG Group by leading Abu Dhabi-based investor United Al Saqer Group. The investment accelerates the DNEG Group’s strategy of innovation and diversification, including the activation of a new division, Brahma, which is developing a comprehensive AI-powered, photo-real CGI creator which will democratize photo-real content creation in a wide range of applications.
Ramki Sankaranarayanan, founder and global CEO at PFT, stated, “We are ushering in a new era with an AI-first approach across the content value chain. Over the years, our customers have experienced notable productivity enhancements from our AI models and applications, and our Gen AI initiatives are poised to transform their content to meet new revenue opportunities. Partnering with DNEG strengthens our capacity to innovate rapidly and deliver exceptional value to our clients.”
DNEG chairman and CEO Namit Malhotra said, “Investment in our proprietary technology underpins everything that we do in the DNEG Group and ensures our continued and future success. The acquisition of PFT and its market-leading technology and services adds another string to our bow, bringing further opportunities and advantages to our global partners and clients, and extending our capabilities across the entire content lifecycle. Our technology vision begins at home, and just like our new Brahma AI division, PFT’s CLEAR® and CLEAR AI® will also support our own teams as we invest in, develop, produce, shoot, finish, and deliver the highest-quality content across the world, including in our newly announced Abu Dhabi hub.”
The DNEG Group consists of:
- DNEG – Academy Award® winning visual effects, animation, and associated creative services to Hollywood and global visual entertainment creators. DNEG is known for its work on numerous high-profile movies and animations, such as Dune, Oppenheimer, Interstellar, Tenet and Blade Runner 2049, as well as the Harry Potter, James Bond, Fast and Furious, Mission: Impossible and Marvel Cinematic Universe franchises.
- Brahma – developing the AI-powered, photo-real CGI creator.
- Prime Focus Studios – content and IP investment and development across live-action, animation, and gaming. Prime Focus is currently co-producing a number of high-profile feature films, including Animal Friends, Indian epic Ramayana, and The Angry Birds Movie 3.
- Prime Focus Technologies, a provider of AI technology and media services powered by the Cloud.
Eleanor Adds Director Candice Vernon To Its Roster For Spots and Branded Content
Director Candice Vernon has joined production house Eleanor for U.S. representation spanning commercials and branded content. She has already wrapped several jobs at Eleanor, which waited to announce her until they had a body of work together.
Via Eleanor, Vernon made history as the first Black director on a Febreze commercial. The “Small Spaces” campaign marks a major departure from Febreze’s typical blue-and-white world. The home of the “Revolving Door” commercial is a beautiful array of bold sunset hues, African prints, and African art.
Vernon said, “I asked myself, what feels right to me? What feels new? I wanted to bring an essence of not just Black Americans but the full diaspora. I wanted to make a statement that we’re not a monolith.”
Following the success of the “Small Spaces” campaign, Febreze brought Vernon back for a comedy-infused trifecta exploring the hilarious situations that call for an air freshening hero.
Febreze Brand VP Angelica Matthews said, “About two years ago, we realized the consumers that were the most loyal to Febreze were the African American consumers. And the more we learned, the more we realized the richness that we were really missing. So we said we have to go beyond just Black casting, we need to get Black directors that truly understand the culture that truly understand how to bring authentic performances out on screen. We really looked around the industry and noticed there’s actually a shortage of African American directors who have experience doing commercials. When we all saw Candice’s reel, we could all tell the passion for the craft, passion for really trying to help us from where we are to where we’re trying to go.”
Vernon brings a unique lens to... Read More