SIM fortifies its East Coast presence, adds a top East Coast indie post facility to its network of companies; Post Factory expands resources
The SIM Group, a leading supplier of production and postproduction equipment and services to the motion picture and television industry, has entered into an agreement to merge with Post Factory NY, one of New York City’s largest independent providers of post services.
The move significantly enhances the SIM Group’s East Coast presence. The company’s Bling Digital unit recently opened a facility in Brooklyn, offering dailies, offline editorial and finishing services. Post Factory NY has two Manhattan facilities, consisting of 38,000 square feet, with more than 60 editing suites, two color grading suites, a DI theater and postproduction sound. Future plans call for further development of finishing services, both for feature films and dramatic TV series.
“It’s the perfect marriage to help us service the New York postproduction market,” said SIM Group CTO Chris Parker. “Our companies share a common culture that is customer-centric and service-focused. It’s the people at Post Factory NY who set it apart and that was what really attracted us to them.”
SIM Group CEO Rob Sim stated, “This addition will allow us to more effectively address the needs of clients on the East Coast and throughout North America. It provides a great path for both companies to grow and to offer a more comprehensive mix of services. We are very excited to welcome Post Factory NY to the SIM Group family.”
Post Factory, which will continue to operate under its current name and management, gains expanded resources and geographic reach through the ability to align with Bling and other SIM Group companies, including SIM Digital, PS Production Services, Chainsaw, Pixel Underground and Tattersall Sound & Picture.
Post Factory founding partner and CEO Alex Halpern said that his company, too, was seeking a path for growth. “We were looking for a partner who we felt understood our philosophy and roots and would help us accelerate our growth while preserving our culture,” he said. “We wanted a path to service our clients on the West Coast, without diminishing our presence at home in New York. As an independent company, that’s challenging. Now, we have not only gained a West Coast presence, but also an international presence. That will enable us to better service our clients working around the world. It’s fantastic.”
“The companies in the SIM Group have a great reputation,” added Post Factory COO Kim Spikes. “We are very excited to introduce our clients to them. We expect to find a lot of opportunities to share and collaborate between the East and West coasts.”
Post Factory’s clientele includes HBO, Fox, ITV and Paramount, as well as many independent producers. It has a strong record for supporting filmmakers in New York and beyond.
Caryn Horowitz, the company’s managing partner, said that the company hopes to deepen its relationships with filmmakers by tapping into the SIM Group network. She cited Bling Digital’s expertise in dailies processing as an example. “I found Sim’s facilities in Toronto and LA very impressive and the added services we can offer to our NY clients, with Bling’s skilled staff, really enhance and complement what we offer our customers,” she said.
SIM Group’s Parker added, “We’ve been thrilled by the rapid success of our Bling Digital office in Brooklyn. There has been tremendous demand. There is also growing need for our other specialty services such as the live events handled by Chainsaw. New York is unique in that it produces all types of programs including movies, TV series and live events, and our unique blend of services addresses that demand.”
Alongside the added physical resources, Post Factory’s Halpern said that he looks forward to being part of a larger creative team. “Both companies are very collaborative,” he said. “It’s exciting to have more resources and more brain power.”
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.”
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