Geomedia Rocks MMCinemas!

Mexico theater chain MMCinemas. celebrates their 25th anniversary this year and Geomedia joined the party, with a special invite from agency SOS Hispana, to help produce a :60 music video style spot commemorating the occasion. Shot on location at their premier Monterey cineplex, this high energy spot packs elaborate dance choreography and powerful pop vocals with Geomedia providing editorial, transparent VFX and 3D animation as well as final finish, versioning and film-out. The spot is the second component of a three-pronged campaign for the huge Mexico theater chain.

Key shots called for CGI replacement and tracking of exterior and interior signage to reflect the transition to the new company identity. Other key scenes involved 3D animation and tracking of photoreal CGI elements interacting with the actors. Numerous shots required the removal of legacy signage, stray logos and extraneous people. 3D modeling and animation were performed in Softimage/XSI. Multiple render passes of separate color, reflection, matte channels… were output for later compositing of 3D elements into the live-action plates. Extensive rotoscoping was necessary to separate moving foreground and background elements of the live action to blend with CGI during compositing. Motion tracking, rotoscoping, and compositing were handled in After Effects. Careful color correction and addition of film grain to CGI elements further enhanced realism in the final shots.

The 5.1 surround mix was submitted and blessed by Dolby Labs and final color and answer print were performed by Deluxe/Efilm. A client attended screening of the spot was arranged at a local theater to rave reviews. 1000 release prints were ordered from Efilm for distribution to MMCinemas theaters throughout Mexico. We congratulate MMCinemas on their 25th anniversary while we proceed with the next installment in this exciting campaign.