Media company Prime Focus this week announced that one of its units, Brahma, would acquire London-based AI content firm Metaphysic in a deal valued at $1.43 billion. Brahma is part of DNEG, a visual effects and animation firm, which was acquired by Prime Focus in 2014. In a conversation with Viveat Susan Pinto, Prime Focus founder and global CEO of DNEG, Namit Malhotra, spelt out his strategy with the latest acquisition and the way forward for the group. Edited Excerpts:
1) How does the acquisition of Metaphysic fit in with your larger vision for Prime Focus and DNEG?
The way we have been building ourselves up over the years is that we are delivering creative services with the help of technology. One without the other would make it impossible for us to exist. Technology and creative services go hand in hand. Our focus now (through Brahma) is on the next generation of technology tools powered by artificial intelligence (AI). That is where Metaphysic will help us. It is a leading developer of generative AI technologies to create photorealistic content at scale. It is known for its work on Hollywood films and high-profile live entertainment and will give us the cutting edge in that space. While entertainment will be one of the applications of Brahma’s AI-powered tools, there are other industries too that can be backed, such as education, social media engagement and the content creator economy.
2) Are you looking at any further acquisitions, given the rapid evolution of AI technology within entertainment and media?
At this stage, we have the comprehensive tech play of DNEG, digital capabilities of acquisitions such as Metaphysic as well as the exclusive license for Ziva, an industry-standard software used in visual effects, animation, and gaming. We also have Clear, an AI platform built over eight years of research and development in content discovery, creation and management. While there is no pressing need for further acquisitions at the moment, we will keep our eyes open to bring anything that will validate what we are doing.
3) Are you open to getting more strategic investors on board after your successful association with the Abu-Dhabi-based VC firm United Al Saqer Group, who’ve invested in DNEG?
We need strategic partners and collaborators to continue helping us push the outcome of what we’re trying to create (at DNEG) in a quicker way. So that conversation remains open. At the same time, we are not seeking capital for capital’s sake. We are looking at the overall value an investor or partner can bring to the table.
4) Apart from the US, UK, India and other entertainment markets, where do you think the Prime Focus-DNEG group can go from here?
One part of the world where we are looking to make a real push is the Middle East. We intend to bring our tech, production and VFX capabilities into that market very soon.
5) What are your hiring plans as you expand your business operations?
As a group, we are currently close to 10,000 people worldwide (including India) across everything that we do. In the next 12 months, we intend to add at least another 1,000 to 2,000 people in various areas to beef up our teams and specialisations.
6) You are also the producer of the Ramayana, which will star Ranbir Kapoor as Lord Rama. What led you to spearhead this live-action project, said to be amongst the most expensive films in India with a budget in excess of Rs 800 crore?
I feel fortunate to be part of this project. The Ramayana is amongst the greatest stories in the world with grand characters. To be able to tell this story to a global audience using my learnings and experiences, gathered over the last thirty years, would be interesting. We are looking at a Diwali 2026 release for the first part of Ramayana and a Diwali 2027 release for the second part of the film.