Lucasfilm and Prime Focus have announced that they are collaborating on the 3D conversion of Star Wars: Episode I The Phantom Menace for theatrical release Prime Focus was selected by Lucasfilm and Industrial Light & Magic following an exhaustive testing process. Utilizing Prime Focus' proprietary View-D process the conversion is scheduled to hit 3D theatre screens on February 10 2012. It was incredibly important to me that we have the technology the resources and the time to do this right says Star Wars creator George Lucas. I'm very happy with the results I've been seeing on Episode I. Prime Focus founder and CEO Namit Malhotra says Wherever you are in the world the Star Wars films have become part of the very fabric of film-making - the epitome of the big cinema experience. To be chosen by Lucasfilm as a trusted partner and to be given the time and opportunity to re-present this series as a new experience to both old and new audiences alike is an incredible honor. For a project of this importance and magnitude Lucasfilm and ILM would only have chosen a company with the best talent in the industry leading proprietary technology and infrastructure a production-proven pipeline and unmatched scale. I am hugely proud that Prime Focus is that company. The extensive conversion process is being completed under the supervision of John Knoll Visual Effects Supervisor for ILM. Getting really good results from stereo conversion requires a lot of attention to detail and it is imperative that you take the time to get it right - and that's just what we're doing says Knoll. We're taking a different approach than you might expect. George's vision has been to add dimension to the film in subtle ways. This isn't a novelty conversion with things jumping out at the audience; our goal has been to enhance the classic Star Wars theatrical experience utilizing the latest cinematic tools and techniques.