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Sony Superheroes Come to Life With Enovation, Xerox
G2 Graphic Service Bringing Superheroes and Movie Stars to Life with Equipment from Enovation. Marketing pieces help Sony’s characters compete for box office dollars.
VALHALLA, N.Y. – The countdown on Sony Pictures Home Entertainment’ website reads: 671 days, 14 hours, 5 minutes and 58 seconds (and counting!). Sony Pictures Home Entertainment (along with many Marvel Comic fans) is counting down to the arrival of “Spider-Man 3,” the third in a series of blockbuster movies that’s already netted Sony millions of dollars. “Spidey’s” debut on the big screen three years ago broke movie industry records, reeling in more than $100 million in just the first weekend, even while competing with Ben Affleck’s “Changing Lanes,” Jodie Foster’s “Panic Room,” and the family-friendly “Ice Age.”
Competing for the Viewers’ Dollars
Competing for box office dollars is what the movie industry is all about and, in turn, why the marketing pieces and efforts surrounding a particular film are so crucial. The pieces – including everything from posters and P-O-P displays to window clings and signage – must be exciting, memorable and perfect. For that kind of high-end, high-quality printing, Sony Pictures Home Entertainment turns to G2 Graphic Service in North Hollywood.Last year, when Marvel Comics’ famous web-crawler took to the big screen for a second time in “Spider-Man 2,” G2 Graphic Service tackled the job of producing posters, trade advertisements, consumer advertisements and window clings for the home video release.
And while the “Spider-Man 2” marketing collateral was a demanding job, it’s just one of many that come through the doors at G2 Graphic Service.
“One of our primary staples is the entertainment industry,” explains Joe Cotrupe, vice president of business development at G2 Graphic Service, “and that industry is extremely demanding.”
Enovation, Xeros, Fujifilm Aid the Heroes
It was that demand that spurred G2 Graphic Service to install new equipment from Enovation Graphic Systems, including new devices from both Fujifilm and Xerox. “Our clients expect us to produce pieces of the ultimate quality and, to do that, we need equipment that’s of the ultimate quality,” he adds. “That’s why we selected these new devices.”New in the prepress area is the Fujifilm Quattro scanner, PictroProof II contone proofer and FinalProof GxT digital contract proofer, along with a Rampage workflow. The company also added Xerox’s new DocuColor iGen3 digital production press as well as Fujifilm plates in the pressroom.
The Fujifilm FinalProof GxT has really transformed the proofing process at G2 Graphic Service, not just in what the company is able to proof, but also in how they’re able to proof. “For the first time our clients are truly able to see what their final projects will look like without the added expense of a press proof.”
Building on the company’s reputation of excellence in color proofing, Fujifilm gives users of the FinalProof GxT digital contract proofer added flexibility and versatility and allows them to tackle and proof jobs that they’ve not been able to previously. The FinalProof GxT system features an extended color gamut and allows users to transfer most PANTONE™ colors, opaque white and metallics to virtually any substrate. The Spider-Man poster is just one example of how the expanded proofing capability allowed G2 Graphic Service to accurately represent the 5th and 6th colors.
“On the creative side of this industry and at the higher-end of the spectrum, customers are willing to design and print jobs using an array of colors and metallics and with a number of very creative elements,” Cotrupe says. “And if they’re willing to design it, then we need to be able to proof it. The FinalProof GxT allows us to do that.”
Extending the Gamut
In extending the color gamut for digital proofing, Fujifilm has added an 8-color library of donor material that, in addition to traditional C, M, Y and K, also includes green, orange, red and reflex blue. Additionally, custom libraries can be created using dot percentages of any donor color, expanding the gamut even further to accurately match more spot colors. “The majority of our studio work includes special 5th and 6th colors and often utilizes metallic colors as well.”Cotrupe says the prepress department at G2 Graphic Service is also pleased with the FinalProof GxT, especially with its user-friendly design and automation. “Our staff is the top of the industry and the automation of this device allows them to spend their time doing what they do best, instead of manually making and remaking proofs.”
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