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VFX is the soul of world creation: Ram Setu director Abhishek Sharma at IFFI- Cinema express

VFX is the soul of world creation: Ram Setu director Abhishek Sharma at IFFI

‘Indian cinema today, weaves in technology intricately at every step of filmmaking,’ said Gaurav Gandhi, Vice President, Prime Video India

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Published: 24th November 2022

Prime Video curated a session with Ram Setu creators, on Enhancing Storytelling through Technology, at the Film Bazaar Pavilion at the ongoing 53rd edition of International Film Festival of India (IFFI), on Wednesday.

Highlighting the power that next-generation technology can wield in modern filmmaking, the 30-minute session kicked off with an opening address by Gaurav Gandhi, Vice President, Prime Video India. It was followed by a discussion by Ram Setu producer Vikram Malhotra of Abundantia Entertainment and director Abhishek Sharma. Present at the session Naveen Paul, co-founder and creative head NY VFXWAALA and Parthsarathi Sethuraman Iyer, creative director Shock & Awe Films, further deep dived into the development and execution of the film’s visual effects.

Talking about weaving technology in storytelling, Gaurav Gandhi said “Indian cinema today, weaves in technology intricately at every step of filmmaking– from production to distribution and consumption. At Prime Video, we feel honoured to play an important role at each of these stages. Utilizing emerging technologies in filmmaking allows us to create immersive stories.”

Vikram, co-producer of Ram Setu, shared, “Technology does not only open the doors in providing spectacle entertainment, but also allows filmmakers the power to think bigger, and be different. All stories start with imagination. Indian storytellers now have access to technology and can imagine stories on a bigger scale. We should now be able to deliver dollar experiences in rupee.”

Adding his views on how VFX played a pivotal role in taking the narrative ahead, Abhishek Sharma said, “We are now increasingly using VFX for environmental creation. It's no longer just about visual effects. Instead, it's about world creation. Rather than just being a gimmick, VFX now is the soul of world creation. There's so much potential in not just creating fantasy but also real looking worlds.”

Ram Setu released in theatres on October 25.

Read our review of the film here: cinemaexpress.com/hindi/review/2022/oct/25/ram-setu-movie-review-akshay-kumar-35970.html

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