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AkzoNobel to Leave Movie Fans Shaken Not Stirred

AkzoNobel has a license to thrill moviegoers in India after one of the company’s products was used to process prints of the new James Bond film.

Premiered in the sub-continent tomorrow, all 700 prints of Quantum of Solace destined for Indian cinemas have been processed with Dissolvine® MP, an environmentally-friendly liquid chelate which improves efficiency, film texture and picture quality.

Already a record-breaking hit in the UK, it’s the first time Sony Pictures has chosen to premier a major Hollywood movie in India ahead of its US release.

“Dissolvine MP was developed especially for use in the motion picture industry,” said Rob Frohn, the AkzoNobel Board member responsible for Specialty Chemicals. “It’s becoming increasingly popular because it contains no harmful by-products and the technology is far more environmentally-friendly than the conventional ferricyanide bleaching process.”

The company’s Dissolvine® PDZ product is already widely used in film labs around the world – having been pioneered in India – but Dissolvine MP advances the technology even further and offers additional benefits for motion picture film bleaching.

“It does away with the use of ammonia solution, which means there are no related odors, and being in liquid form it’s very easy to handle and is non-dusting,” explained Geert Hofman, General Manager of AkzoNobel’s Chelates business. “There are also important advantages when compared with more conventional processes – it has no waste residues, has more bleaching power and a longer solution life.”

Released in India in four different languages – English, Hindi, Tamil and Telgu – Quantum of Solace isn’t the first blockbuster to be processed using Dissolvine MP. Prints of Pirates of the Caribbean 3 released in Asia Pacific also benefited from its star quality.

Dissolvine is AkzoNobel’s brand name for chelates, chemicals that control the concentration or effects of metal ions. Dissolvine chelates and chelating agents are used in a wide range of applications, including household cleaning, water treatment, pulp and paper, photography, agriculture, oilfields and food fortification.

 

 

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