Dubai, UAE, September 1, 2014: WD, a Western Digital company and digital storage provider, today announced its association with India-based film production house Red Chillies Entertainments Pvt. Ltd. WD has provided the mega film production house with its world-class storage products which were utilized for heavy-duty on-spot storage of shoot footage and in the studio for editing, post-production, and storing superlative special effects. WD is the ‘Digital Storage Partner’ for Red Chillies’ upcoming and much-awaited movie, ‘Happy New Year’. WD products will also be featured in the narrative of the movie, a large part of which was filmed in Dubai.
“We are delighted to partner with Red Chillies Entertainment Pvt. Ltd for the production of their latest blockbuster, parts of which were shot at iconic locations across Dubai. HD video production demands reliable products that offer lightning quick performance and generous storage capacity, and this is exactly what each WD product brings to the industry. Our goal with this association was to ensure that the production team working on ‘Happy New Year’ had access to technology that would enable them to unleash their creative talents to the fullest,” said Khalid Wani, Sales Director, India, Middle East and Africa for WD.
“The association reinforces WD’s promise of providing high-quality and highly reliable storage solutions that cater to intense workload requirements, such as movie production. WD is also proud to be this movie’s Digital Storage Partner which makes the experience even more exciting. We are also optimistic that media production houses based in the UAE and the region would highly benefit from our storage technology,” Mohammed Owais, Sales Director Distribution, Middle East & Africa for WD.
WD provided an array of storage solutions ranging from the high-capacity industrial-strength WD RE drives for use in the production studio, while the Thunderbolt-powered My Passport Pro drives and WD Black premium hard drives were used for location-based shooting.
“Modern movie-making techniques require storage solutions that provide capacity, durability, reliability and speed. While the camera used for shooting a movie is important, the device used to store the movie footage is also important,” said Venky Mysore, CEO, Red Chillies Entertainments Pvt. Ltd. “It is impossible to produce a visually appealing and technologically advanced movie if either of these factors is missing from the storage mix. We have used WD’s range of external and component drives for on-spot secure storage of the movie, and also to complete the post-production work and create breath-taking graphics. The spectacular results of this will be there for all to see once Happy New Year releases.”
As a technology innovator, WD provides a wide range of external and internal hard drives that suit the varying requirements of today’s consumers. For HD video editors and creative professionals, WD offers My Book Thunderbolt Duo, a dual-drive storage system featuring revolutionary Thunderbolt technology. My Book Thunderbolt Duo delivers requisite speed for multi-tasking while editing HD video, 3D rendering and completing other graphics-intensive projects. For on-spot storage, WD’s portable RAID storage device My Passport Pro offers Thunderbolt speed, shock tolerance, long-term reliability and is designed for any on-the-go workflow.
The much awaited movie ‘Happy New Year’ will be released in theatres in the UAE during the festival of Diwali in October 2014.