Prime Focus grows New York presence by building new facility
February 1, 2011

Prime Focus grows New York presence by building new facility

NEW YORK — Intent to focus on the New York advertising, broadcast, content services and feature film markets, Prime Focus ( will open a new visual effects and post production facility in the West Village here. The 13,300-square-foot studio is scheduled to be online in early summer 2011.

In addition to the centerpiece of the new facility — a stereo 3D DI theater — the new studio will offer a 5.1 mixing theater, a full complement of offline and online editing suites, 2D VFX suites and 3D VFX seats. The Hudson Street facility will also give clients access to View-D£, Prime Focus’ proprietary 3D conversion process which has been used on Hollywood titles, including The Chronicles of Narnia: Voyage of the Dawn Treader, as well as the stereo conversion of advertising and broadcast projects. The increased capacity will also allow Prime Focus to double its workforce in New York.

Connected by Prime Focus’ Global Digital Pipeline£, the New York office will work closely with its sister offices in London on advertising and broadcast projects, capitalizing on the opportunity to offer clients on both sides of the Atlantic extended reach and services, and with the Prime Focus Los Angeles and Vancouver offices on VFX and View-D£ projects.

“This expansion of our services, infrastructure and capacity is a natural step for Prime Focus in New York,” says joint managing director Mary Martin. “We pride ourselves on the personal service, comfort and convenience we offer our clients here in New York, and this new facility will allow us to continue to offer this with the addition of a brand new infrastructure and an expanded range of services.”

Martin and joint managing director Anthony Matt will be overseeing the move from Prime Focus’ current offices at 435 Hudson Street, and the recruitment of new talent to support the renewed emphasis on services to the advertising community.

A new hire is colorist Eric Alvarado, who recently graded Spike Lee’s If God Is Willing Da Creek Don’t Rise for us. The are also in the process of recruiting others to join their existing team, which includes colorist Alex Berman, audio mixer Kevin Wilson and editor Eugene Lenhert.

“We’ve been planning an expansion of our services in New York for a while, and the timing is now right,” saysSimon Briggs, managing director UK, who will have ultimate responsibility for the new NY office. “We have the right building, a fantastic team, and the drive and ambition to make this office a very significant part of our global network.”