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POWER A AND LEGO® INK EXCLUSIVE LICENSING RELATIONSHIP

Innovative Gaming Accessory Brand to Create Officially Licensed Products for The LEGO Group and Partnering Franchises

Woodinville, WA – November 22, 2010 — POWER A, the retail consumer products brand of Bensussen Deutsch & Associates, Inc. (BDA), today announced it has forged an exclusive licensing relationship with The LEGO®
Group to be its sole video game accessory partner in North America. In this role, POWER A will support the core LEGO brand through a variety of licensed gaming products available to consumers in major retail outlets.
“POWER A has built a reputation throughout the industry for its ability to extend popular brands through high quality products that conform to the most exacting standards,” said Stephanie Lawrence, licensing director, The LEGO Group.

“While the LEGO brand is always evolving, there are core values that remain constant. After a rigorous evaluation process, we chose to sign an exclusive agreement with POWER A because we believe it is the best partner to deliver both creativity and quality without compromise.”

POWER A is shipping its exclusive lineup of interactive, buildable LEGO licensed products to major retail stores throughout the 2010 holiday buying season, including the POWER A LEGO Play & Build Remote for Wii™ featuring official LEGO tiles. In addition to being a high-quality remote for Wii, the buildable surfaces and included 31 bonus LEGO tiles allow users to customize the design of their remote. It also features compatibility with Wii MotionPlus™, an internal speaker and larger buttons for enhanced control during game play. The POWER A LEGO Play & Build Remote for Wii is available exclusively at Toys “R” Us with an MSRP of $39.99.

Also releasing this holiday season is a line of LEGO® Harry Potter™ video game accessories for Nintendo DS™. The components are made with official LEGO bricks and tiles allowing consumers to play and build using their own LEGO bricks. The LEGO Harry Potter Armor Case Kit for Nintendo DSi™ includes a system playthru case with LEGO tiles featuring Harry Potter artwork and buildable LEGO plates underneath, a “brick” stylus with removable LEGO Harry Potter Minifigure™, and two (2) stackable LEGO Brick Game Cases that fit one
(1) Nintendo DS™ Game Card each (MSRP $14.99). The LEGO Harry Potter Play & Build Kit for Nintendo DS includes one (1) LEGO brick stylus with removable LEGO Harry Potter Minifigure and two (2) stackable LEGO Brick Game Cases (MSRP $9.99).

POWER A and The LEGO Group will introduce additional video game accessories in spring 2011 including a line for the LEGO® Star Wars™ III: The Clone Wars video game

“The opportunity for POWER A to work exclusively with the world-class LEGO toy brands demonstrates the quality of our product and the broad reach of our retail partners,” said Eric Bensussen, president of POWER A and BDA.

“Together, The LEGO Group and POWER A will bring some of the most popular LEGO video game franchises and the iconic LEGO bricks to gaming accessories that seamlessly extend the brand franchise.”

About The LEGO Group
The LEGO Group is a privately held company based in Billund, Denmark. The company is still owned by the Kirk Kristiansen family who founded it in 1932. The LEGO Group is engaged in the development of children’s creativity through playing and learning. Based on the world-famous LEGO brick, the company today provides toys, experiences and teaching materials for children in more than 130 countries. The LEGO Group has approximately 8,000 employees, and it is the world’s fifth largest manufacturer of play materials.

About POWER A
POWER A creates reliable, high quality and innovative accessories that amplify consumers’ experiences with the world’s best technologies. This consumer products division of Seattle-based BDA, Inc. partners with some of the most popular consumer electronics companies in the world, including Nintendo of America Inc, Sony Computer Entertainment America LLC, Microsoft® and Apple®. Committed to producing the safest products possible, POWER A carefully monitors product development and quality assurance to exceed the testing requirements of its licensors. POWER A products are available at major retailers in North America, Europe, Australia, and Latin America.

To learn more about POWER A accessories, please visit www.PowerA.com.

POWER A: Amplify Your Experience™.
LEGO and the LEGO logo are trademarks of The LEGO Group. HARRY POTTER characters, names and related indicia are trademarks of and © Warner Bros. Entertainment Inc. Harry Potter Publishing Rights © JKR. (s10)

 
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‘MAJIN AND THE FORSAKEN KINGDOM’ CASTS ITS SPELL OVER AUSTRALIA & NEW ZEALAND

– NAMCO BANDAI Games’ Mesmerizing, Mould-breaking Fantasy Action Adventure Available Now at Retailers Across Australia and New Zealand-  

SYDNEY, AUSTRALIA – 25th November 2010 – The most magical journey of the year begins today as NAMCO BANDAI Games Europe announce the launch of Majin and the Forsaken Kingdom for Xbox 360® and PlayStation®3, available now at retailers across Australia and New Zealand.

Set in an enchanted and beautifully realised fantasy universe, Majin and the Forsaken Kingdom is a story of friendship against the odds.  In the game, you play the young hero who sets free the giant Majin from his magical bonds. Together, you begin a long and dangerous journey to defeat many dark foes, learn the meaning of friendship and ultimately uncover the truth about your own identities.

Majin and the Forsaken Kingdom for Xbox 360® and PlayStation®3 creates a new fusion of cooperative stealth, action and puzzle-solving as you take the role of the game’s hero to fight alongside the AI-controlled monster Majin. Obstacles and adversaries can be overcome only by combining his bulk, strength and ever-evolving abilities with your smaller size, speed and cunning.

Over thirty hours of gameplay will take you seamlessly through the vast and vibrant open world and its many rich character interactions, with the game’s constantly evolving gameplay and absorbing storyline keeping you under its bewitching spell throughout.

Majin and the Forsaken Kingdom is developed by the Game Republic team behind acclaimed title Folklore, while Executive Director on the project is Yoshiki Okamoto, the man responsible for Street Fighter II and Resident Evil, and one of video gaming’s most respected and talented creative forces.

Help save the Forsaken Kingdom: become Majin’s friend on Facebook. The playable demo of Majin and the Forsaken Kingdom is available for free download now via Xbox Live® and PlayStation® Network.

 
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Never Miss a Beat with the New Plantronics BackBeat 903+

BackBeat 903+ Wireless Headphones Let Users Easily Switch Between Music and Calls with the Touch of a Single Button

Sydney, Australia – November 25, 2010 – Today Plantronics® (NYSE: PLT) announced the newest addition to its BackBeat® family of stereo headphones, the BackBeat 903+. Ideal for iPhone® and Android® users, the new BackBeat 903+ wireless headphones deliver an immersive audio experience, with high-quality audio performance and easy switching between music and calls.

Work Out with Wireless Music and Calls

Make the most of the great Aussie weather this summer, with the Plantronics BackBeat 903+ stereo Bluetooth® headset designed for users with active lifestyles. It provides rich wireless stereo music and the ability to answer or end a call with a single touch of a button. The BackBeat 903+ features a ruggardised design and sweat resistant-materials, along with a flexible design featuring three levels of earpiece adjustment for a secure and comfortable fit during long workouts.

For iPhone users, the Plantronics BackBeat 903+ displays an on-screen battery meter on the iPhone for easily monitoring the headset’s battery level. It also includes convenient voice alerts for remaining talk-time, track-control, low-battery, mute and connection status.

The headphones feature dual microphones and Plantronics’ proprietary AudioIQ2 digital signal processing (DSP) for clear calls, even in noisy environments. Like the BackBeat 903, the BackBeat 903+ includes OpenMic™ technology that allows users to instantly hear their surroundings without removing the headphones, providing greater convenience and safety while exercising.

“The BackBeat 903+ solves the issue of being connected to your music and calls without the use of wires; it’s perfect for active people looking to stay in touch and enjoy rich audio streamed to their iPhone, smartphone or Bluetooth enabled MP3 player while they’re on the go,” said Peter Petrides, National Retail Sales Manager, Plantronics Australia. “As summer approaches and people are becoming more active the BackBeat 903+ is the perfect way to enjoy rich audio while staying in touch with friends and family.”

Tune in and Stay in Touch

The Plantronics BackBeat 903+ wireless headphones feature:

· Ruggedised materials and design for active lifestyles

· Dual-mic AudioIQ2 for clear calls

· Bass-boost enriched audio

· A2DP to stream music, podcasts and more

· Headset battery metre on iPhone® display

· Voice alerts: power, connection, mute, battery, listen time, track forward and back

· OpenMic™ feature brings in the outside world

· 3-way earpiece adjusts for secure fit

· Quickly fold and store in protective carry pouch

Pricing and Availability

The Plantronics BackBeat 903+ will be available in December for a RRP of $149.00. For more information please visit www.plantronics.com.au.

 
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DEATH RACE 2 – SEE HOW IT ALL BEGAN

AVAILABLE TO OWN ON BLU-RAY & DVD FROM DECEMBER 29, 2010

A deadly driving competition spawns a racing legend in Death Race 2, an all-out action thrill ride, coming to Blu-ray and DVD from December 29, 2010.

Death Race 2 takes place in the very near future as the United States economy begins to decline and violent crime starts to spiral out of control. To contain the growing criminal population, a vast network of for-profit, private prisons spring up to create a lawless subculture ruled by gangs and sociopaths. The worst of these prisons is Terminal Island, where inmates fight each other in a highly rated televised death match with no rules, and the winner is the one who survives the gladiator-style competition.

Convicted cop-killer Carl Lucas (Luke Goss) arrives on the Island to serve his life sentence just as ruthlessly ambitious television personality September Jones evolves the death match into the ultimate reality show – Death Race. A brutal prison yard demolition derby that pits prisoners against each other in steel reinforced, heavily armed vehicles, Death Race offers the winner the ultimate prize: freedom — if he can survive to enjoy it.

Danny Trejo (Machete), Ving Rhames (Piranha 3D), Sean Bean (The Lord of the Rings trilogy) and Luke Goss (Hellboy 2: The Golden Army), star along with returning cast members Fred Koehler (“Lost”) and Robin Shou (Beverly Hills Ninja), in an all-new prequel to Paul W.S. Anderson’s 2008 adrenaline-fueled action-thriller, Death Race. Packed with more of the heart-stopping action, spectacular stunts and shocking twists that propelled the original to cult status, the 2-disc Death Race 2 Blu-ray™ Combo Pack and DVD will include unrated and rated versions of the film as well as in-depth bonus features that go behind the scenes of the thrill-packed story of the greatest

Death Race driver of all time. The Blu-ray™ Combo Pack also includes a digital copy of the unrated movie that can be viewed on an array of electronic and portable devices anytime, anywhere.

BONUS FEATURES ON BLU-RAY AND DVD:
• Deleted Scenes with introduction by director Roel Reiné
• Deleted Shots Montage with introduction by director Roel Reiné
• The Race Begins: The Evolution of the Death Race— A look at how the prequel fits into the Death Race franchise.
• Cheating Death: The Stunts of Death Race 2— The film’s death-defying stunt crew invites viewers along on the ride of a lifetime.
• Fast Cars and Firearms: The Cars of Death Race 2— Take a look under the hood of the awe-inspiring autos featured in the film.
• Feature Commentary with director Roel Reiné

DEATH RACE 2:
Cast: Danny Trejo (Machete)
Ving Rhames (Piranha 3D)
Sean Bean (The Lord of the Rings trilogy)
Director: Roel Reiné
Price: DVD SRP $34.95
Blu-ray SPR $39.95
DVD double pack SRP $39.95
Blu-ray double pack SRP $49.95
Duration: 110 minutes
Genre: Action

 
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OPERATION FLASHPOINT: RED RIVER Gameplay trailer

 
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MINDJACK street date announced

MINDJACK street date announced.

Enter the futuristic world of MINDJACK on the Xbox360 and PS3 on the 20th January 2011 and experience mind bending action like you have never seen before.

Square Enix’s new near-future Third Person Action-Shooter offers a unique gameplay experience where players can hack into a host game as an ally or enemy and then hack into the mind of any soldier, civilian, mechanical bionic creature or weaponry.

Set in AD 2031 when governments no longer govern, MINDJACK features an incredibly immersive storyline at a time when technology has been created that can control minds. But who is in control, what do they want and most importantly, who can you trust?

MINDJACK will be released on the Xbox360 and PS3 on the 20th January 2011.

 
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THE SORCERER’S APPRENTICE on Disney Blu-ray™ & DVD –

THE SORCERER’S APPRENTICE on Disney Blu-ray™ & DVD

Thursday, November 18, 2010 – 4:30 PM – 6:30 PM US Pacific Time

Q – What’s most difficult to create and animate: fire, fluid water, or creatures like that tiny animated dragon?
A – John Nelson: Animated characters like the little dragon need to act and are animated by character animators. Fire, water and the like are done with a technique known as fluid dynamic simulations. The simulations are tricky because they are not animated but governed by constraints and you can get everything right and then change one of the constraints and have it look completely different. For the little dragon, the challenge was to get the performance of the little guy while also keeping the metal looking like metal and not have it turn into plastic. I think he looks like real metal and gives a good performance.

Q – Would you say that today’s CG FX are more dependent upon a supervisor’s technical knowledge, artistic knowledge, or a third field I haven’t even thought of?
A – John Nelson: Being a good filmmaker is the most important, as you will know what will work cinematically. Next, knowing what you want creatively from the effect and how to achieve it technically. Finally, knowing the latest techniques and knowing what process is best to achieve your goal is also important (in addition to about a thousand other things).

Q – When you’re animating something as high-tech looking as “The Sorcerer’s Apprentice,” do you ever think back to the Ray Harryhausen era and marvel at how far visual effects have come? What would you say is responsible for the biggest leap in the creation of visual effects?
A – John Nelson: I am amazed all the time at what Ray did with his way of doing thing with little more than himself, shooting actors and then animating stop motion characters in front of those rear projected backgrounds. I think many in this field were inspired to do what we do by seeing Ray’s films and films like “2001.” When I am tired from working 18-hours days and a bit down, I often think of the fact of how easy I have it because I have all these tools, tools that the old masters like Ray did not have. Creative solutions never go out of style. That is why Ray’s films still captivate audiences. I also look at the old films like “Tora, Tora, Tora,” “Darby O’Gill” or “The Wizard of Oz” and still love them.

Q – Of the movies you HAVEN’T worked on, which do you think contain the most enviable visual effects, and why?
A – John Nelson: I loved “2001,” “Star Wars,” “Close Encounters,” “Spartacus,” “Darby O’Gill,” “The Aviator,” “Pirates 3,” (Davy Jones’ face!) “District 9,” “Inception,” “Avatar,” in addition to many others, both old and new. What makes me like a film with VFX is when I see clever filmmaking combined with realistic visual effects in a package that is solid storytelling. That can mean using an old effect in a new way or using a new effect to show something that hasn’t been seen before. The key is to be like a master musician and play just the right notes at just the right time.

Q – Roger Ebert singled out the scene where the dragon in a Chinatown parade and a steel eagle on top of the Chrysler Building come alive. Can you talk about the strategies and/or challenges of creating those scenes?
A – John Nelson: The Chinatown dragon was hard because of the crowds involved and the magic we were doing had many forms. First the sorcerer Sun Loc had to come out of the grimhold as a thousand butterflies that formed his body, then he had to bring the dragon on his breastplate to life and make it crawl off the breastplate and under his skin, then the paper dragon with people holding it had to turn into the real dragon, then the dragon had to chase Dave throughout Chinatown. For each of these steps, our approach was to shoot our background plates with the actors as quickly as possible and also shoot references of what the real dragon skin might look like in addition to clean plates and high dynamic range stills (and do all that as quickly as possible!). That way when we go to create the VFX in the computer we have all the tools and photographic reference to achieve realistic images. Beyond that, it is the acting experience of the animators that bring the digital characters to life. The process was similar with the Chrysler eagle but its surface was metal and needed to be appear as metal and not bend like skin or plastic.

Q – Could you explain how you put together the Tesla coil scenes?
A – John Nelson: We reviewed real Tesla coil footage and even shot some ourselves. Next we picked a song that the coils were to fire in sync with. Next we rigged a computer controlled lighting rig to fire interactive lights in sync with the music. Then we shot our backgrounds with the actors in that interactive light and went into post- production. In post-production we animated the Tesla coil arcs to match the music and interactive lights. We had to change some of the timings to make it work but, because we shot clean plates and had a complete digital copy of the set ,it was possible to do this.

Q – What was your contribution to “Iron Man?”
A – John Nelson: I was the Senior Visual Effects supervisor and responsible for every visual effect in the film. I had the same role on “The Sorcerer’s Apprentice.”

Q – Were there concerns over comparisons to effects in the Harry Potter series or did you know from the get-go you’d take a different route of sorts?
A – John Nelson: We felt we wanted the effects in “The Sorcerer’s Apprentice” to be more grounded than the magic in the “Harry Potter” films. Those films are great and the VFX work done in those films are great, but we wanted our magic to be more grounded in reality. It was really a stylistic choice.

Q – Can you talk about the intersection of visual effects, acting, and direction?
A – John Nelson: The director directs all components of the film including visual effects. Directing the actors in a big visual effect sequence is demanding in that you need to explain what the actors can see and what they can’t see — but will be added later so they can have a complete understanding of what it will ultimately look like. I particularly like to work the effects off the physical actions of the actors. It makes the effects more organic and character driven.

Q – What have today’s visual effects creators learned from cartoon animators, and what have they learned from the old masters of Hollywood stunt work?
A – John Nelson: You can always learn from the masters and in many ways old techniques combined with new techniques can be very powerful. The cartoon masters’ new squash and stretch, anticipation, exaggeration and body language in addition to staging and the like. The best computer animators are usually the ones trained in classical animation techniques. The stuntmen always amaze me. On this film we had George Marshall Ruge who is absolutely one of the best. A good example is the magic swordfight where one of George’s stuntmen was in a green suit and fought Nick Cage with a sword that was hanging in mid-air. For that we removed the green suited stuntman or added a CG sword as needed. The key for all of this is to get as much practical as you can and let the VFX do the stuff you cannot do with practical effects.

Q – Do you ever worry that the explanations you provide for the effects, like the ones we’re watching now from the DVD, might reduce a viewer’s awe at seeing a metal bull or a dragon?
A – John Nelson: Sometimes I feel like a magician giving away the secrets but I feel the people who view these explanations want to see what goes on behind the Wizard of Oz’s curtain.

Q – The vehicle chases in “The Sorcerer’s Apprentice” look pretty complicated, too. Where they tough to pull off?
A – John Nelson: We had to shoot all of the car chases going no more that 25 MPH because on our first night of shooting, a car had a slight mishap and one of our cars slid into sandwich shop window at midnight. No one was seriously hurt. What we had to do was speed up all the chase stuff after that and add digital cars and props where necessary. In some sequences, we created totally digital sections of New York so we could destroy it and when necessary reverse explosions, etc. Mirror world was particularly difficult in this way. It was a tremendously complex task that worked upon the stunt driving of George Ruge’s stunt team driving backgrounds and that were passed off to the talented animators at Asylum VFX (where lots of fully digital shots were added) to pull it off.

Q – How many of the effects in “The Sorcerer’s Apprentice” were CGI and how many were on-set practical effects and which type of effect do you prefer to work with?
A – John Nelson: I love to mix up practical effects with visual effect (usually made from CGI). The mix gives the effects more realism and uses the best parts of each technique to make the finished effect more real while also being able to achieve the fantastic.

Q – With “Terminator 2,” you were one of the pioneers with using CGI. How has the technology evolved?
A – John Nelson: Computer generated imagery is much more real now. With the advent of image-based rendering (where we shoot high dynamic range stills of each background and used them to light the CG objects), realism has taken a large step forward.

Q – I assume, when you started your career, you were mostly dealing with practical effects, because of the given technical options. Does that experience influence your approach in your work as a VFX supervisor today?
A – John Nelson: I really have been doing computer graphics for visual effects since 1983 so my career has paralleled the advance of CGI in our industry. I feel CGI can do anything but it is also the most complex and expensive way to achieve something. I come from being a cameraman so I like to photograph things. The easiest way to get a photo real picture is to photograph something. That is why I like to use as many real photographic elements as possible and only use CGI to get to achieve the stuff I can’t photograph.

Q – Are there certain body types or looks that lend themselves better to visual effects involving humans?
A – John Nelson: Not really. The most important things in making a digital character work is to rig the body correctly so an animator has good control and then have a talented animator who knows when to use motion capture and when to just go ahead and animate something that looks good. Different body types add different emotions. Some are funny, some are sinister. Look at animated characters and you will see this.

Q – What type of special effects do you specialize in?
A – John Nelson: I love the ones that are real and also elegant in the way they achieve their goals. History and comic books have always been an interest of mine so comic related and history related projects have always got me going. Really good stories get me going. One of the things I love about my job is that I get to research the reason why an effect might be useful to a story and then incorporate that reasoning into the way the effect works. In “The Sorcerer’s Apprentice” we did this by saying the electrical charges the sorcerers can conjure is an extension of their neurological system which is electrically based. It is how we send signals from our brain to move our feet, etc. The only difference is that for our sorcerers, their neurological system is highly refined to channel large amounts of electricity.

Q – Any time there’s magic, there’s magic dust. Given the fact that Disney probably started it all with Pixie dust, is there more pressure to get that right than other visual effects?
A – John Nelson: We just like using the dust to denote the attraction of force that the sorcerers are channeling right before they unload a concussion blast or right after it to show the power moving through the volume of the room.

Q – “The Pelican Brief” and “In the Line of Fire” don’t come to mind as special effects movies. What sort of effects did you work on for these films?
A – John Nelson: For “Pelican Brief,” we did a Lear jet in the clouds at night (something that would be hard to photograph) and for “In the Line of Fire,” we shot political rallies of Bush and Clinton, removed Bush and Clinton, and added Clint Eastwood and other characters from our story. People said these rallies looked real because they were real.

Q – What did you first think you might do when you got this job to do VFX on this film and what changed from that in the final filming? Is it normal on all films to change ideas as you film or do you always have a good hand on what you will do before you shoot the first scene?
A – John Nelson: The script is always changing but the ideas behind the script tend to be somewhat constant. You read the script and design the VFX work to satisfy the needs of the script and prep with all the other departments (stunts, camera, art dept, practical effects) to be ready so when we shoot the pages of the script all the components work together to work as well as possible and be shot as quickly as possible. In post-production, we will add what we need to but with each day of principal photography costing so much money, we try to get as much in the camera as we can! It is important to define what is important about the effect and have a firm idea of how to achieve that so when the specifics change you will be able to quickly re-organize your mind to get the correct photographic plates (background with actors). You can draw it or pre-visualize it and all of that helps especially for extremely complex work. The actual shots are defined when the director sees the actors rehearse their actions and then everything is adjusted to work how he wants to cover it.

Q – 1251 VFX shots seem impressive – do you know which movie is the record holder in that department at the time? How many VFX shots were in that record and what’s the average of VFX shots per modern theatrically released movie?
A – John Nelson: In the old days, a 400 shot show was a lot of VFX shots. Now the big films usually have over 1000 shots. The biggest ones are shows like “Lord of the Rings” or the new “Star Wars” films which have 1600 or more. Of course “Avatar” reached new heights as every shot was a visual effect shot.

Q – Why do some CGIs look convincing, while others look as if they’ve been made from a PlayStation 2?
A – John Nelson: Usually realism depends on how well the backgrounds (and what reference) were shot combined with using CG techniques such as advanced lighting models that use high dynamic range imagery for image based rendering. Getting the specular reflections (the sheen reflected off the surface of an object) correct is the most important thing in making a CG object look real. Also keeping the digital camera moves looking like something a real camera could do is very important.

Q – You worked on the visual effects for “Iron Man.” Can you talk about what you perceive as significant steps that you’ve taken in “The Sorcerer’s Apprentice” that have upped the visual effects ante?

A – John Nelson: We were making a PG movie and that required us to make effects that were not too intense for younger viewers.  For example, when Alfred Molina comes out of the grimhold he is made of cockroaches that begin to form a human shape. We shot Alfred rising up into position even though at the beginning of the sequence the shape was not human but rather that of thousands of insects forming a mound. In each shot that follows, the transition takes place as the mound becomes more and more human shaped, ending with the insects crawling under Alfred’s skin and making him

up. Making that effect without loosing our PG rating was very difficult but we did it.

Q – How much chroma key was used vs. digital compositing? Which do you prefer working with?

A – John Nelson: We only used digital compositing and if we needed to pull a key off blue or greenscreen we did that digitally. If there was any cleanup, we would rotoscope as necessary or use a luminance matte (based on light intensity not 

color).

Q – One of the more intriguing sequences in “The Sorcerer’s Apprentice” is the “attack” of the brooms because they each have personalities. How did you and your crew put the scene together and how long did it take?

A – John Nelson: We did testing to figure out how much we wanted to “anthropomorphize” (make human) the brooms and mops to show performance and emotion. We wanted each of the characters to appear as real mops, but also perform in a way to endear their performance to the viewer. The mops just want to do what they have been magically told to do and there is not stopping them. We tested this in rhythm to the music and it seemed to work. We developed this aspect of the possessed mops and brooms but stopped when their performance drew too much attention to them

as individuals. We wanted them to act as a crowd.

Q – This is probably an off-center angle, but did you reference any old films with magic and also comic book series such as, say Marvel’s Dr. Strange or DC’s Dr. Fate?

A – John Nelson: We looked at lots of stuff but the stuff that was the most influential was the script along with the concept about the sorcerer’s neurological system is more developed than normal people.  And also the Arthur C. Clarke quote that, “Any sufficiently advanced technology is indistinguishable from magic.”

Q – John, any final thoughts on The Sorcerer’s Apprentice?

A – John Nelson: It has been great answering all your questions. As you can see this is all takes an amazing amount of effort to get right. I hope you enjoy the Blu-ray with all the behind the scenes stuff.

 
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THE SORCERER’S APPRENTICE on Disney Blu-ray™ & DVD – Virtual Roundtable with Visual Effects Supervisor, John Nelson

THE SORCERER’S APPRENTICE on Disney Blu-ray™ & DVD

Thursday, November 18, 2010 – 9:30 AM – 11:30 AM US Pacific Time

Q – What were the biggest challenges for you during the production of this movie?
A – John Nelson: The biggest challenge was to create magic that was grounded in reality and believable. It would have been easier to create something that was big and splashy but to create something that you could believe and had real elements that the actors could touch and interact with was more difficult. The film has VFX for magic that seems real and interacts with real elements and the actors. It all seems to flow well and fit the story and has the real component we all wanted.

Q – Besides the VFX there was also a huge amount of special effects like real fire or actors on wires. Could you explain the advantages of using real effects on actors, story, and the film generally?
A – John Nelson: The best visual effect is one that the audience feels but does not notice as a visual effect. Using real elements such as fire, wind, water, gravity are all things all of us as humans can relate to and know from our own experiences. Adding visual effects to extend and elaborate this is a great way to make the effects feel real, be amazing and be grounded as well. For jeopardy to be real, things must appear to be real first and then amazing second. We use practical effects on set so the actors have something to act with and react to even if we will replace or augment later to intensify the storyline.

Q – During the making of THE SORCERER’S APPRENTICE, which SFX scene was the most difficult to execute and why?
A – John Nelson: The most difficult sequences were … 1) The Arcana Cabana because it was the beginning of the movie and in one sequence it showed many of the magic components we saw later in the film. From a grimhold birth of cockroaches making Horvath, to Balthazar generating plasma, to Horvath throwing fire lots of forms of elemental magic were present. 2) The Chinatown sequence because it was a large set piece with many actors in a real location. We generated several characters (Sun Loc, the Chinese sorcerer, his breastplate to control the dragon and a transition between a real paper dragon and a real fire breathing dragon). We had to create magic that worked with our actors and a supporting cast of thousands to make the scene play. 3) The end battle because it took place over a large part of Manhattan and then in different places all over the world. The scale and scope of this needed to be large while still telling the story of Dave becoming the sorcerer that is needed to save the day.

Q – Do you ever fear, and I know this may be silly asking a visual effects supervisor, that emphasis is put too much on Visual Effects, making the story lose focus?
A – John Nelson: Jon Turteltaub always puts the story first. It was easy to keep the VFX in the service of the story because that is what Jon T is all about.

Q – You shoot on real places e.g. Chinatown. However, have you had to reconstruct some sets in 3D?
A – John Nelson: We had to lidar scan all of the block we shot in Chinatown so we could create them inside the computer when needed. We also took still photos to do photogrammetry and for real textures to map onto the CG buildings. Mostly we tried to used real backgrounds as much as possible as they look real and are the best! For the destruction shots, we would create buildings on set we could destroy and then put in the real buildings from NY’s Chinatown.

Q – How did you feel about bringing the world famous ‘Wall Street Bull’ to life?
A – John Nelson: It was great because it is an icon most people know and a big part of New York City. When we shot there it was wonderful to see how people interacted with the WS bull in a friendly way. It was fun to bring him to life and make him act in an aggressive way like a real bull.

Q – Can you walk us through the process of creating special effects for a movie – from thought to final scene?
A – John Nelson: First you conceive the effect in a logic that works for the story, then you design a visual that looks good and you feel you can pull off, next you budget the process so you can afford it, then you shoot backgrounds with actors acting their part, then in post production you add the parts that were not there on the day you filmed the actors. It is a long process, but the logic is important for any visual effect to work. Logic and rules make the magic you create real, because whatever world you create, the rules must be consistent.

Q – Which is more important to you – to be nominated for an award or to be number one on the box office list?
A – John Nelson: For me the most important thing is to make a good film. Sometimes that means that the visual effects need to be more of a background player and sometimes that means the VFX need to be more of a star. The biggest complement I can give to a film is that it is a good film, (good story and characters) AND the visual effects were good. Awards are fun, box-office is always great because you know people have seen and enjoyed the film.

Q – What kind of special effects do you prefer and why – old school handcrafted effects or CGI?
A – John Nelson: I prefer mixing up techniques as much as possible. The older techniques are great because they are simple and real. Usually the best VFX solution is the simplest one. If you mix up a real practical shot in a series of CG shots, the one practical shot will make the whole sequence feel real. CG is great because nothing is impossible. Visual effects are used when things are too expensive, too dangerous or impossible to do any other way.  We become the great extender to complete ideas that could not be done any other way.

Q – How many vfx shoots did you have to supervise and how was the work with double negative and asylum?
A – John Nelson: We split the show up with Asylum doing mostly the first half of the film and D-Neg doing mostly the second half. The actual breakdown of the effects were … Asylum – 460 shots; D-Neg – 375 shots; Rising Sun – 69 shots; Method – 48 shots; an in-house crew – 301 shots; Company 3 – 4 shots.  For a total of 1251 visual effects shots!!!

Q – How much time did you spent on that project?
A – John Nelson: I spent about a year and a half on the film with approximately three months in pre-production, six months in Principal photography and nine months in post-production. Pre-production is where we plan, Principal photography is where we photograph the actors with the crew and post-production is where we edit and add the visual effects, music and sound.

Q – Did you face some troubles during the making of the special effects that made it impossible to keep to the original script?
A – John Nelson: We sometimes would create a cool effect but have to not go through with it because it did not fit in the logic of the script and rules and logic are important to keeping the magic and VFX real. For example early on, we tested a way for the sorcerers to astral project themselves from one place to another and we did a test that was cool. Later in the script though, we had the sorcerers flying on the Chrysler building eagle. We dropped the astral scene because if they could project themselves anywhere, why would they need to fly on a real eagle. Also we felt making the sorcerers really have to travel from one place to another (albeit via magic) made their story more real.

Q – Have you ever come across a thought for a VFX and then turned it down because it was “impossible” to realize with modern VFX technology?
A – John Nelson: Nothing is impossible given enough time and money. The question we always ask ourselves is not if we can do something but why we should do it and what does it add to the story we are telling. Reinforcing the story and characters is the best thing visual effects can do in addition to being something incredible to see.

Q – You have done the visual effects for a lot of well known movies, including Gladiator, The Matrix and Terminator 2. Was there a movie that stood out for you? And why?
A – John Nelson: In each film, visual effects had to deliver something that was important to telling the story. In “Gladiator,” we had to show the size and complexity that was Rome. In “Iron Man,” you had to believe a 1000 lb. metal suit could fly. In “The Sorcerer’s Apprentice,” the magic had to appear to be real and grounded in the reality of the story. One thing I love about my job is that each film has different impossible problems I get to create solutions for.

Q – What goes through your head when you see VFX efforts from 10-20 years ago?
A – John Nelson: I see VFX being even more incorporated into story and that things will appear to be even more real. Films have always been about people and their stories. VFX will provide even grander stages for these stories to plan upon. I have always thought VFX was a great way to experience the past (or the future). In a way, visual effects are a great time machine to visualize what we see in our imagination.

Q – What do you personally think about the Blu-ray format?
A – John Nelson: I think it is incredible. The Sorcerer’s transfer looks fantastic and the behind the scenes sequences reminds me of how much fun we had making the film.

Q – How much of your inspiration for visual effects comes from inventors such as N. Tesla?
A – John Nelson: Tesla was indeed a man that stepped out of the future. We definitely looked at his life and inventions. We even shot on the street (W 40th st) that he had his laboratory on. The story also builds upon the Arthur C. Clarke quote that, “Any sufficiently advanced technology is indistinguishable from magic.”

Q – I would like to know more about your work. Were there concrete ideas that came directly from you, for example; ‘let’s give the actors some blue lamps into their hands to simulate the plasma balls? ‘
A – John Nelson: I knew we needed to have an interactive light source for the magic that generated light. I also knew that the actors would appreciate having something they could work with in their performances. Having a real light casting on the actors makes them look better and makes the effect we add in Post fit better. I worked with the gaffer’s (Tony Knocko “Anthony G. Nakonechnyj” and Michael Gallart) to create these. They used handheld LED lights.

Q – What are your personal thoughts on THE SORCERER’S APPRENTICE?
A – John Nelson: Working with Jon Turteltaub and Jerry Bruckheimer was an amazing experience. They are both great at what they do and they made working on “Sorcerer’s Apprentice” both fun and satisfying. This was also the first film I shot in NYC and that in itself was incredible. The city is so full of history, stories and magic. My crew was fantastic. We had VFX vendors in Los Angeles (Asylum, Method, Co 3, the in-house team), London (Double Negative) and Australia (Rising Sun). So the sun never set on our VFX empire.

Q – You’ve worked on the special effects of I, Robot. Can you tell us something about the ways you can try to humanize things that are, in essence, not human? Like robot Sonny.
A – John Nelson: In each story you try to connect the part that VFX has to deliver with the way a human would understand and interact with it. With Sonny in “I, Robot,” you needed to see that the robot could think and feel and that was all about his eyes and the way they moved when he spoke and thought. In “Gladiator,” it was all about a what a person who walks up to the coliseum would look at and experience. In “The Sorcerer’s Apprentice” that would be what a sorcerer would see, touch and feel when they create magic. Humans are all about eyes, face, hands and feet. The more you can show, the more you humanize the effects.

Q – What are the big differences between creating special effects for science fiction and creating them for fantasy?
A – John Nelson: I think for Science Fiction, VFX needs to be more real where in fantasy you can stray away from realism to make fantastic events and characters.

Q – How would you describe working with Nicholas Cage? Can you also share experiences with other famous actors from different movies?
A – John Nelson: Nic is great in that you can talk to him and explain your thoughts and he will think about what he can use for him to express his character. Early on we spoke about how sorcerers use their hands to create magic the same way conductors use their hands to conduct the symphony and coax the music out of the orchestra. This appealed to both of us and it was a very organic way to coax the magic out and gave us a link back to the original “Fantasia” as well. Nic is wonderful and always pulls a great performance from a place deep inside him, making it personal. It is my second film with him (I also did “City of Angels”).

Q – Fantasia – Could you explain how you solved the scene technically with the mops and brooms, which software was used, what problems occurred, did you also use real water?
A – John Nelson: We knew the Fantasia sequence was going to difficult because we were remaking a piece of cinema history that is loved. We wanted to make our homage to be more reality-based and we had to do it in a shorter period of time (the original Sorcerer’s Apprentice part of Fantasia was about 10-minutes and we had to do it in much less that that). To work out the gags, Jon Turteltaub wanted to shoot the stuff with Jay acting first, then we would go back and get the stuff with the brooms or mops only doing their thing. We used people in green suits moving mops and brooms in a room built by John Frasier and Mark Hawker (our practical FX guys) that could flood up to about 3 feet of water in an 80 foot in diameter room. We took out the green people and replaced the mops, brooms, water when we needed something to act differently from what we originally shot. A large part of the sequence was to see how much human character we could give to each of the possessed mops and brooms. We would have them walk like a human and stretch like humans but look like real mops. It was fun and very challenging. The animators at Double Negative in London did an amazing job bringing the realism and characters to life. As for software, we used Maya to model and animate, Renderman to render and several different compositors. I also love Tank the bulldog when he gets cleaned. That is digital water running down his face!!!

Q – How do you think will CGI effects develop/improve in the future? It’s clear we haven’t seen all yet, but what are your plans and/or predictions for the next decade?
A – John Nelson: Technology and creativity will develop more to show stories that seem more real and show fantastic things. If you look at the history of movies from the original “King Kong” to “Avatar” the best movies that have visual effects are great movies with great stories and the visual effects work shows us something new while helping tell those stories.

Q – What would you say is the biggest challenge for an actor when in a visual effects heavy movie?
A – John Nelson: The hardest thing must be when an actor is completely by himself in front of green screen. This is why I try to always have real stuff near the actor and near the camera. The actor uses the real props to act with and react to. The audience is an expert in realism and wants to be amazed by the story, characters and how clever the filmmakers are in letting the audience experience what the characters are going through.

Q – I can imagine that the process of creating a film with as many VFX as THE SORCERER’S APPRENTICE is not only time-consuming, but also stressful and “intense” in every other aspect. Was your first thought when you heard that the movie is finished and how did it feel to watch the completed film for the first time?
A – John Nelson: We really worked hard to get all the stuff we wanted into this film and it was satisfying to see the finished product and how all the effects seem to fit into the story as a whole. We used five different VFX vendors and the work looks as if it was a unified vision. When I saw the finished product that is what I was the most proud of. The team we had from Jon Turteltaub and Jerry Bruckheimer to all our VFX vendors, editorial crew (Chris Capp especially!!) and the internal VFX crew never gave up trying to make things better. I think after we finished everyone went home and slept for a week!

Q – What do you think about stereoscopic 3D?
A – John Nelson: Stereoscopic 3D is great but only if it used as another way to make the story real and not in itself as a gimmick to say look at me. Stereoscopic 3D is like visual effects, it should make the movie better without drawing attention away from characters and their stories.

Q – Do you already know what your next projects are going to be?
A – John Nelson: I am taking to some folks about some great projects. Unfortunately, I can’t discuss them right now. I mustn’t count chickens until they are hatched.

Q – The making of seems to be fun to the actors, you had amazing sets, nice props – could you tell some funny things that happened during the shoot?
A – John Nelson: In the testing of the magic, we shot with Jay Baruchel being the sorcerer and Jon Turteltaub being the person the magic is being acted upon. The best test had Jon T. (our director) reading a newspaper while Jay B. conjured a plasma bolt. Once Jay got the plasma bolt made and increased its charge, he released the bolt and it knocked our director on his butt, sending papers flying and cracking up the crew. Jon Turteltaub is a great guy who is very smart and very funny. He did things like this all the time to crack us up.

Q – If I understand correctly, the process for a visual effects team to get selected for a movie is quite different than it is for let’s say a director? Could you elaborate a bit on that?
A – John Nelson: Directors are storytellers and I think they are chosen because of their skill at storytelling. The Visual Effects Supervisor is chosen by the director to fulfill his vision, using all his talents creatively and technically. The Visual Effects Supervisor chooses the vendors based on each vendors talent, personnel and desire to do the project. The creative always needs to drive the technical. There always needs to be a reason why something is being done. It is a technical field but is most effective when it serves a creative need and does so in a superlative creative way.

Q – What would be the first thing you’d tell someone who wants to study the creation of visual effects?
A – John Nelson: I would say study photography, filmmaking, acting (especially if you want to be an animator) and look at film and reality in a way to see what is important to people and to you specifically. Above all if you want to make films, make films. The equipment exists now at every economic level. If you want to do VFX do VFX with the tools you have. Follow what you find fascinating. I have been fortunate in that I found something I love and it is now my job.

Q – Do you believe it is more difficult to make the effects for movies like this movie or is it far more challenging to create effects for movies, that have are set in the reality?
A – John Nelson: Both are difficult for different reasons. Large VFX films have to be real but also fantastic. Reality based films have to be real and with completely invisible effects, (so much so that people often do not see any of your work). Each story requires effects that show story points that need to be made. The amount of intensity you make those points with is the choice of the director. He or she uses effects as another tool to get his points across.

Q – How much of a difference is it to create a VFX for a 3D movie and what are the key differences?
A – John Nelson: With 3D you have the choice of shooting in Stereo or not. If you shoot in stereo, it makes the shooting slower but the posting faster. If you shoot normal (2d) it makes the shooting faster but post production slower. Effects work is also harder in 3D because the depth needs to work for each layer of each effect.

Q – John, any final thoughts on The Sorcerer’s Apprentice?
A – John Nelson: This film was satisfying to work on because the people were great and the work itself was challenging. Jon Turteltaub, Jerry Bruckheimer, Nic Cage, Jay Baruchel, Alfred Molina, Monica Belluci, Teresa Palmer and Toby Kebbell were all fun and made each day on the set enjoyable. The entire production crew and post crew were the greatest and worked their butts off to get it right. I especially like the tagline for this film. When asked if sorcery is science or magic, Nic Cage replies: “The answer is yes.” When asked if this film was fun to make, my answer would be the same. Thanks for such great questions!

 
formats

BURIED Released to DVD and Blu-ray on February 23rd 2011

Starring Ryan Reynolds (X Men Origins: Wolverine, The Proposal) in his breakout dramatic role, Buried is one of the most thrilling movie experiences of the year.

Security contracter, Paul Conroy (Ryan Reynolds), wakes up buried six feet underground in a wooden coffin in the Iraq desert. He has no idea of why he is there and only a mobile phone and lighter to help him escape. With only 90 minutes of oxygen left, minimal phone reception and a dying battery – Paul is in a race against time in order to survive.

 
formats

LET ME IN released to DVD and Blu-ray on February 23rd 2011

From the director of CLOVERFIELD, and featuring rising stars Chloe Moretz (Hit Girl in Kick Ass) and Kody Smit-McPhee (The Road) comes the provocative thriller LET ME IN. Based on the cult book Let The Right One In by John Ajvide Lindqvist and it’s Swedish film adaptation of the same name, LET ME IN is a haunting take on teenage love.

Abby (Chloe Moretz) is a mysterious 12-year-old who moves next door to Owen (Kodi Smit-McPhee), a social outcast who is viciously bullied at school. In his loneliness, Owen forms a profound bond with his new neighbour but he can’t help noticing that Abby is like no one he has met before. As a string of grisly murders grips his wintry New Mexico town, Owen has to confront the reality that this seemingly innocent girl is hiding a dark secret.