Afsana Amarsy, Co-President, PRIMESCO
The content production adheres to the intrinsic theme - visually stunning and educational
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Published: Sep 15, 2003 12:00 AM | 5 min read
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The content production adheres to the intrinsic theme - visually stunning and educationalBorn in Madagascar, raised in London and Paris, schooled at Harvard and currently residing in Montreal, Afsana Amarsy, Co-President of Primesco, one of Canada's leading producers and distributors of IMAX films, has not only seen her share of the world, she has literally filmed it.
Primesco was created in 1993 with the objective of serving the large-format film industry through the production and distribution of family-oriented IMAX films and through the development of large-format theatres. As producer of India - Kingdom of the Tiger, Afsana has taken the lead in forging partnerships with established film production companies and major companies throughout India. Striving to ensure that the maximum marketing potential of all films is reached, Afsana supervises and spearheads all the promotional and marketing ventures of Primesco.
Afsana Amarsy, in conversation with Jasmeen Dugal of exchange4media.com shares what makes IMAX programming stand out.
Q. On films in the pipeline I'm currently in partnership with LIFE Magazine, the Statue of Liberty-Ellis Island Foundation and IMAX Corporation, to produce an IMAX 3D/2D film entitled America, America - a film inspired by the iconic photographs of American life found in the pages of LIFE Magazine.
Q. On The IMAX Philosophy Size makes a difference. And the larger the size, the greater the visual impact. This is the guiding philosophy of large format filmmaking. A screen more than eight stories high means that the audience is watching an image ten times larger than the size of a normal cinema screen. It is these massive film frames that make the IMAX experience. Three times larger than the traditional 70 mm cinemascope frames, they have definition and clarity superior to other film formats, making them ideal for a huge screen
Q. On the Primesco commitment Primesco is committed to extending the unique educational experience of India - Kingdom of the Tiger to children who are new to the IMAX experience, and we are currently hosting special screenings aimed at multicultural schools across Canada, and have limited associations with museums and other educational institutions. Such events have been held in London (Science Museum) and Montreal (Old Port Imax Theatre). Primesco approached several multicultural schools and arranged for members of the creative team to talk to students about tiger conservation and share experiences of making the film. These visits were followed by short day-trips to the theatres to watch India - Kingdom of the Tiger. Not only were these children given the opportunity to learn about the history, geography and culture of India, they were awestruck on seeing Bengal tigers - eight stories high! This is the greatest satisfaction for me - I consider it my mission to reach these children and inspire them to learn more about history, geography and the diversity of cultures.
Q. On Budgeting and Superior Technology IMAX is always a 40-minute film costing $ 5 million dollars; the expense is such because an IMAX film has very good production values. The cost involved is due to the superior technology: · IMAX uses 15-perforation, 70mm film (15/70) to shoot and project images of incredible sharpness. The 15/70 frame is 10 times larger than the 35mm used in regular theatres and three times larger than standard 70mm film. This makes it the largest commercial film ever invented. · A 15,000-watt digital surround sound system. · The negative itself is a different size. · Weighing between 42-100 pounds, IMAX cameras are specifically designed to shoot 15/70 - these cameras are versatile and can be used in virtually any environment. · IMAX projectors are the most advanced, highest precision and powerful projectors ever built. The key to their superior performance is the "Rolling Loop" film movement, which advances the film horizontally in a smooth, wave-like motion. During projection, each frame is positioned on fixed registration pins, and the film is held firmly against the rear element of the lens by a vacuum. As a result, the picture and focus steadiness are far above normal standards. · Images of unsurpassed size, clarity and impact, enhanced by a specially-designed six-channel, multi-speaker sound system, are projected onto giant rectangular screens in the case of IMAX technology, and in IMAX Dome theatres onto domes as large as 27m (88'-5") in diameter.
Q. On the IMAX experience The IMAX experience is a commanding and involving film experience. With breathtaking images up to eight stories high and wrap-around 12,000-watt digital sound, IMAX technology transports you right into the land of the film. Climb the daunting heights of Everest. Dive into the water world of the great white sharks. Golf with Greg Norman. IMAX technology makes you feel you're really there.
Q. On Content Production An IMAX film is usually a docudrama and the content is very well researched; over three years in the making, India - Kingdom of the Tiger saw our production team crisscross the country with tons of equipment and dozens of production personnel, to tell the story of an astonishing land and it's great ambassador to the world, the Bengal Tiger. All my films are designed to educate and enlighten as much as they are to entertain, and offer educators a powerful teaching tool that is easily integrated into their existing curriculum; they provide students with opportunities to explore new ideas. The content focuses on a broad range of subjects covering the environment, nature, geography, the arts, technology and space exploration, to name a few. In addition to meeting recognized educational standards, the films are often produced in collaboration with prestigious organizations including NASA, National Geographic, WGBH/Nova and Discovery. The content production adheres to the intrinsic theme - visually stunning and educational, and we always try to base it on a real story. For example, India - Kingdom of the Tiger, the latest collaboration between the National Wildlife Federation and Primesco, is a unique production that explores the fragile world of the endangered Bengal tiger through the eyes of Jim Corbett and, as we fly over the Himalayan peaks and swoop down on the Ganges River, we uncover the vibrant culture of the country. We made this film for children and families.
Q. On The IMAX Philosophy Size makes a difference. And the larger the size, the greater the visual impact. This is the guiding philosophy of large format filmmaking. A screen more than eight stories high means that the audience is watching an image ten times larger than the size of a normal cinema screen. It is these massive film frames that make the IMAX experience. Three times larger than the traditional 70 mm cinemascope frames, they have definition and clarity superior to other film formats, making them ideal for a huge screen
Q. On the Primesco commitment Primesco is committed to extending the unique educational experience of India - Kingdom of the Tiger to children who are new to the IMAX experience, and we are currently hosting special screenings aimed at multicultural schools across Canada, and have limited associations with museums and other educational institutions. Such events have been held in London (Science Museum) and Montreal (Old Port Imax Theatre). Primesco approached several multicultural schools and arranged for members of the creative team to talk to students about tiger conservation and share experiences of making the film. These visits were followed by short day-trips to the theatres to watch India - Kingdom of the Tiger. Not only were these children given the opportunity to learn about the history, geography and culture of India, they were awestruck on seeing Bengal tigers - eight stories high! This is the greatest satisfaction for me - I consider it my mission to reach these children and inspire them to learn more about history, geography and the diversity of cultures.
Q. On Budgeting and Superior Technology IMAX is always a 40-minute film costing $ 5 million dollars; the expense is such because an IMAX film has very good production values. The cost involved is due to the superior technology: · IMAX uses 15-perforation, 70mm film (15/70) to shoot and project images of incredible sharpness. The 15/70 frame is 10 times larger than the 35mm used in regular theatres and three times larger than standard 70mm film. This makes it the largest commercial film ever invented. · A 15,000-watt digital surround sound system. · The negative itself is a different size. · Weighing between 42-100 pounds, IMAX cameras are specifically designed to shoot 15/70 - these cameras are versatile and can be used in virtually any environment. · IMAX projectors are the most advanced, highest precision and powerful projectors ever built. The key to their superior performance is the "Rolling Loop" film movement, which advances the film horizontally in a smooth, wave-like motion. During projection, each frame is positioned on fixed registration pins, and the film is held firmly against the rear element of the lens by a vacuum. As a result, the picture and focus steadiness are far above normal standards. · Images of unsurpassed size, clarity and impact, enhanced by a specially-designed six-channel, multi-speaker sound system, are projected onto giant rectangular screens in the case of IMAX technology, and in IMAX Dome theatres onto domes as large as 27m (88'-5") in diameter.
Q. On the IMAX experience The IMAX experience is a commanding and involving film experience. With breathtaking images up to eight stories high and wrap-around 12,000-watt digital sound, IMAX technology transports you right into the land of the film. Climb the daunting heights of Everest. Dive into the water world of the great white sharks. Golf with Greg Norman. IMAX technology makes you feel you're really there.
Q. On Content Production An IMAX film is usually a docudrama and the content is very well researched; over three years in the making, India - Kingdom of the Tiger saw our production team crisscross the country with tons of equipment and dozens of production personnel, to tell the story of an astonishing land and it's great ambassador to the world, the Bengal Tiger. All my films are designed to educate and enlighten as much as they are to entertain, and offer educators a powerful teaching tool that is easily integrated into their existing curriculum; they provide students with opportunities to explore new ideas. The content focuses on a broad range of subjects covering the environment, nature, geography, the arts, technology and space exploration, to name a few. In addition to meeting recognized educational standards, the films are often produced in collaboration with prestigious organizations including NASA, National Geographic, WGBH/Nova and Discovery. The content production adheres to the intrinsic theme - visually stunning and educational, and we always try to base it on a real story. For example, India - Kingdom of the Tiger, the latest collaboration between the National Wildlife Federation and Primesco, is a unique production that explores the fragile world of the endangered Bengal tiger through the eyes of Jim Corbett and, as we fly over the Himalayan peaks and swoop down on the Ganges River, we uncover the vibrant culture of the country. We made this film for children and families.
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