ET on Sunday profiles

Mumbai, February 2012 - The Economic Times of India's Sunday edition has featured Prime Focus Founder and Global CEO Namit Malhotra and revealed the journey from a one room editing suite to a creative superpower for both Hollywood and Bollywood. In the article, 'The Namit Malhotra Effect', writer Yamini Dhall highlights how Namit was born into the world of filmmaking and although initially wanting to be a director himself, he is now fired by a desire to creatively empower filmmakers' through Prime Focus' ever expanding raft of services.

The article goes on to look at the "bridge between two separate colonies in cinema" (Hollywood and Bollywood) that he is helping to build: as Namit says "We are doing movies where we do 100% of a film conversion. Historically, Hollywood would try to divide that between five companies. We are starting to show them how we can provide a one-stop solution. We do that in Bollywood all the time. And we are starting to do that in Hollywood, which is a very different from the way in which Bollywood functions."

Perhaps one of the key secrets to the success of Prime Focus, the article argues, is that many of the company’s key staff were recruited when Prime Focus started growing. For some this has been the only job they have had and with an average age of about 35 years, they swear by "Namit's leadership and clear vision" and credit him with their success. "Getting that people factor right is a huge challenge and I think that we have done that better than our competitors," Namit concludes.

To read 'The Namit Malhotra Effect' in full, click here.