Tupac was born on June 16, 1971 and died on September 13, 1996. The company that recently resurrected him is now fighting for its life...
Digital Domain Media Group, the visual effects company co-founded by James Cameron, is entering into Chapter 11 bankruptcy protection. The company produced effects for some 90 Hollywood films, including Titanic, the Transformers trilogy, and The Curious Case of Benjamin Button, although it undoubtedly gained the most exposure for deceased rapper 2Pac’s holographic performance at the Coachella festival in April.
In recent years a combination of cheaper technology, globalization, and tax incentives abroad has eroded margins in the American visual effects industry, leaving a trail of closures in its wake, of which Digital Domain is the latest example.
The spectacular hologram of Tupac did not save Digital Domain Media Group. Similarly, the spectacular death of Tupac did not save Death Row.