Maya Digital Studios converts ‘SONS OF RAM – Heroes will rise’ in 3D

Prembabu sharma

Maya Digital studios, the company that pioneered the art & technology of animation & visual effects in India in the 1990s, is also a leading 2D to stereoscopic 3D conversion studio today.

Maya’s next 2D to 3D conversion project is the path breaking animation film, ‘SONS OF RAM – Heroes will rise’. Produced by the legendary Amar Chitra Katha ‘SONS OF RAM’ will be India’s first ever animated film to be converted from 2D to stereoscopic 3D. Previously, iconic Hollywood films like The Lion King & Beauty and the Beast have been converted from 2D to 3D, and this a first for India. Speaking on the occasion; Ketan Mehta, Chairman & Managing Director – Maya Digital Studios said, “3D is the future of entertainment and we at Maya are extremely thrilled to bring India’s first animated 2D to 3D converted film SONS OF RAM, for the Indian audiences. It is a spectacular film with world-class 3D effects and comes from the house of the legendary Amar Chitra Katha. We are confident that the audiences will enjoy the film.”

Maya has recently completed the entire 2D to 3D conversion work on one of Indian cinema’s greatest films of all time, Sholay. 2D to 3D conversion of content is one of the key trends in the entertainment business today, and Maya being a futuristic company has already setup its production pipeline for the same.

2D to 3D conversion provides an entirely new experience of viewing the content. Maya is the only Indian studio to have worked on the 2D to 3D conversion of a live action as well as animation film. Speaking about the challenges in conversion, Hemant Shinde – Head of the conversion department at Maya said, “We’ve just finished the conversion work on Indian cinema’s greatest film, Sholay. Our next film SONS OF RAM is a visual treat for the kids this Diwali.” While Sholay came with its own technical & creative challenges for conversion, Maya successfully delivered the same within the stipulated timelines. The conversion of SONS OF RAM brought in newer challenges. “The biggest challenge was to eliminate the eye strain entirely since this film is aimed primarily at kids and family audiences”, says Ram Dhumne – Head of the conversion department at Maya.

Based on ACK’s bestselling comic book, SONS OF RAM tells Luv and Kush’s journey through enchanted forests into the revered land of Ayodhya, the home of their fabled heroes. Complete with a brand new gang of loveable characters, this feature is the epic coming-of-age adventure as never seen before.

The much-anticipated film promises to delight the entire family with a score of four original musical songs and international animation. It will release in Hindi and English in over 400 screens Pan-India on the first day of the Diwali school holidays, 2nd November 2012. Select theaters will screen the film in breathtaking stereoscopic 3D. It will also be released in Tamil and Telugu.

This is not just the first Indian animated film to be converted from 2D to 3D, but will also have the widest release for an Indian animation film with 400 screens across India. The film will make history as one of the biggest marketing efforts in Indian animation across television, outdoor, print and school contact programs. ACK Media has teamed up with its parent company – Future Group, to release a full assortment of merchandise from toys, stationary, apparel, and home products for the film to be sold in the Group’s flagship chain Big Bazaar. The deal includes prime promotional support during the busy festive shopping season and special offers for consumers to receive discounted tickets on the film.

Speaking about the wide distribution plan, Devdatta Potnis, Head – Marketing & Distribution – Maya Digital Studios said, “At Maya we believe in the power of content and it is our endeavour to provide the best possible platforms for the Indian animated content. Previously too we had a wide release for Ramayana – The Epic and even with SONS OF RAM we are going deep because we are very confident that the content will be liked by kids and family audiences alike.”

SONS OF RAM will be a Diwali treat for kids in 3D and will hit theatres on 2nd November 2012 and its exclusive 3D teaser will hit the screens with the release of Ice Age 4: Continental Drift and viewers can also enjoy it in 3D with the Indian animated film, Krishna Aur Kans.