DNEG Completes Acquisition of Prime Focus Technologies | News

DNEG has completed the acquisition of Prime Focus Technologies, pursuant to a memorandum of understanding published in April last year.

Both companies are owned by parent company Prime Focus, and its VFX and cloud technology brands are consolidating under the former’s name, DNEG. Prime Focus Technologies’ products, such as its media automation and workflow software suite, Clear, and Clear AI, Gen AI’s multi-modal platform based on patented “Machine Wisdom” technologies specifically designed for the M&E industry, will be added to DNEG’s roster.

This will support DNEG’s planned expansion into media technology and distribution services, including order fulfillment, localization and marketing, and will enable the opening of offices in Europe, North America and India.

The acquisition comes after DNEG announced a $200 million investment from United Al Saqer Group earlier this month. The investment marks the launch of a new technology division, Brahma, which is developing an AI-powered, photorealistic CGI creator.

Ramki Sankaranarayanan, Founder and Global CEO, PFT, said, “We are entering a new era with an AI-first approach across the content value chain. Over the years, our customers have experienced significant productivity improvements with our AI models and applications, and our Gen AI initiatives are poised to transform their content to meet new revenue opportunities. The partnership with DNEG strengthens our ability to innovate rapidly and deliver exceptional value to our customers.”

DNEG Chairman and CEO Namit Malhotra said: “Investment in our proprietary technology underpins everything we do at DNEG Group and ensures our continued and future success. The acquisition of PFT and its market-leading technology and services adds another string to our bow, bringing further opportunities and benefits to our global partners and customers and expanding our capabilities across the content lifecycle. Our technology vision starts at home and, like our new Brahma AI division, PFT’s Clear and Clear AI businesses will also support our own teams as we invest, develop, produce, shoot, finalise and deliver the highest quality content around the world, including at our newly announced hub in Abu Dhabi.”