In a bid to diversify into film post production, AVM Productions has joined hands with Spirit Media to set up a joint venture in Chennai which would engage in film processing, digital intermediate and visual effects.

MS Guhan, managing partner of AVM Productions said that post-production activities for films were definitely a potential area and that the latest initiative would be to tap the visual aspects as well. The company is already into the sound effects arena in the post production segment.

AVM Productions, one of the oldest film producing studios in South India, is still into movie making. It would soon be celebrating six decades of producing Tamil movies.

Spirit Media is a subsidiary of Suresh Productions and Rama Naidu Studios, and has a facility in Hyderabad which is engaged in film processing, digital intermediate and visual effects.

Addressing mediapersons, Rana Daggubati, managing director, Spirit Media, said that Rama Naidu Studios has had associations with AVM Studios in jointly producing movies. Daggubati is the grand son of Rama Naidu, a renowned film producer.

The major objective for setting up such a facility in Chennai is to give a cheaper and more convenient option for television commercials and movies whcih are currently being sent to Mumbai for post production, said Guhan.

Daggubati said that the facility would help process the film negatives so as to convert them into negative images of digital data format and colour grade. The entire process of post production of films would cost about Rs 40 – 50 lakh, he added.

For colour grade processes, the facility would have a Kodak-kit chemistry negative processing technology, which would be imported from New Zealand.

( www.business-standard.com)