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Prime Focus CEO Rob Hummel joins Legend3D

November 17, 2010
Prime Focus CEO Rob Hummel joins Legend3D

SAN DIEGO — Legend3D, Inc. (, a developer of 2D-to-3D conversion technology, has appointed Rob Hummel president. Hummel most recently served as CEO, post production of Prime Focus North America. The appointment will allow Legend3D founder and current president Barry Sandrew to better focus on 3D/VFX technology development and creative oversight of feature films and commercial projects.

Legend3D provided conversion services for Alice in Wonderland for Disney. The company’s executive team collectively holds 12 patents.

Prior to his time at Prime Focus, Hummel was the president of digital cinema at Dalsa Corporation, where he led the charge into the motion picture industry for the company’s 4K camera. He also worked on numerous high-profile projects, including The Dark Knight, for which he helped test the post pipeline and proof of concept to deliver the film in the IMAX format. Hummel has also held senior VP positions at Warner Bros. and at Sony. His career includes positions at Technicolor, DreamWorks Animation and The Walt Disney Company as well.

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