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# 1939 RCA

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MUMBAI and LOS ANGELES—Dec 7, 2009

In-Three and Reliance Mediaworks Partner for World’s Largest 2D-To-3D Facility

Strategic alliance will cater to the growing demand for 3D movies worldwide Dedicated facility to be created in India, commencing February 2010 To handle 15-25 feature films projects per year
7th December 2009: Reliance MediaWorks Ltd., India’s fastest growing film and entertainment services company and a member of the Reliance ADA group has partnered 2D to stereo 3D conversion pioneer In-Three to establish the world’s largest facility dedicated to the conversion of 2D films and videos into 3D, based in India.

In-Three’s pioneering work in the conversion of first run feature films was spotlighted with this summer’s release of Disney/Jerry Bruckheimer’s 3D blockbuster “G-FORCE”, which has grossed over $200m in worldwide box office receipts to-date. In-Three is currently completing work on its next Hollywood studio title and has an impressive list of clients for 2010.

The strategic alliance between the two industry leaders is being established to address the rapidly growing demand by Hollywood studios and other global content creators for converting both new films shot in 2D as well as older legacy titles to be released in cinemas and on home platforms in stereoscopic 3D. The partnership will combine In-Three’s unrivalled reputation and advanced software tools for Dimensionalization® with Reliance MediaWorks high-skill expertise and infrastructure.

The partnership is expected to be able to cater to 15-25 feature films projects per year and will initially involve hundreds and later thousands of dedicated staff, working to the highest possible technical standards featuring In-Three’s proprietary software and techniques that comprise the Dimensionalization® process. Work on the first joint title will commence beginning of 2010, with several projects planned for a start in the first half of 2010. The alliance was made possible by the creation of Reliance’s previously announced image BPO operation in India.

In-Three’s CEO Neil Feldman notes that, “our unique process of converting flat 2D films into compelling stereoscopic 3D has been proven technically, artistically, and commercially.” Commenting on the new partnership he stated that, “in order to meet the full slate of films that In-Three has lined up for 2010 and beyond we sought out the best possible international partner.  One that could provide the level of quality our studio clients expect which made Reliance MediaWorks the natural choice for us.”

Commenting on the association, Anil Arjun, CEO, Reliance MediaWorks said, “We are very excited and bullish on the 3D entertainment market. This partnership is a joint effort that combines the best of technology and artistic talent from Hollywood with the most advanced skills and large scale image processing capabilities in India. Reliance MediaWorks already does image enhancement and restoration for the leading Hollywood studios and the expansion of services into 2D-to-3D conversion was a natural next step for the company.”
Stereoscopic 3D films have taken cinema by storm with the successful releases of DreamWork Animation’s “Monsters vs. Aliens”, the re-release of Pixar/Disney’s “Toy Story 1 & 2” in 3D and the much anticipated upcoming release of 20th Century Fox’s “Avatar”. The number of 3D cinema screens world-wide will rise from 2,500 in 2008 to over 7,000 this year and 15,000 by 2013, fuelling demand for 3D films.

The In-Three-Reliance MediaWorks stereoscopic 3D alliance will also benefit from the proprietary image processing tools - that are key to image processing - developed by Reliance MediaWork’s Burbank-based subsidiary Lowry Digital, Hollywood’s leading film restoration and image processing expert.
About In-Three, Inc.: Organized in 1999 to pioneer research and development in stereoscopic reconstruction of two dimensional images, In-Three, Inc. developed and patented a process (called Dimensionalization®) and a suite of software (called IN3D® -- the "In-Three Depth builder") that make it practical to convert 2D films into high quality, artifact-free 3D films. In-Three is unique in offering a director the ability to select the dramatic impact appropriate to each scene. It does this by providing a range of “style” and “degree” choices (see our paper describing Dimensionalization control choices). This capacity to incorporate artistic intent in 2D to 3D construction is an inherent and distinguishing feature of Dimensionalization. In addition to developing and continuing to refine Dimensionalization, In-Three has created the staff and systems that make “Dimensionalization by In-Three” an appropriate choice for directors and studios. In-Three, Inc. Directory page About Reliance MediaWorks Ltd.: Reliance MediaWorks Ltd. is India’s fastest growing film and entertainment services company and a member of the Reliance Anil Dhirubhai Ambani Group. Reliance MediaWorks operates BIG Cinemas, India's largest cinema chain with currently 500 screens spread across India, US, Malaysia and Netherlands.  Reliance MediaWorks has a dominant and comprehensive presence in Film Services: Motion Picture Processing and DI, Visual Effects, Film Restoration and image enhancement, Digital Mastering, Studios and Equipment rentals with facilities located at US and India.  Reliance MediaWorks’ television venture, Big Synergy, is among the top players in the television programming industry. Reliance MediaWorks Ltd. Directory page
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