"I think that between the companies, we are all trying to raise the bar and Gravity, as a movie, has raised the bar higher than it's been raised in years." This is quite evident, as a lot of this has bled out into their work in advertising. Take the Galaxy chocolate advert with Audrey Hepburn. Two body doubles were used and one digitally rendered face of Miss Hepburn, which was based on actual photographs, which leads to an interesting development, which I will mention later. "Everybody is saying that it's the most innovative film that's been made, on so many levels. Not just because the lighting, cameras, the amount of animation and photorealistic imagery. Our competition is made up of people that worked on Gravity might move next week to a project by another competitor down the road, there is a sharing of technology and techniques amongst the community and that's good for British filmmaking as an industry, means we all raise the bar together."
That's the British film industry, but what about elsewhere? India, for instance? "They are a poor country, but they have a big move making industry. That's because movies are a great escape, a cheap form of entertainment. Hollywood has invested a lot in Bollywoo, there's a lot of money going there." However, the Indian film industry is bigger than Bollywood, if you factor in the Tamil and Gudjerati film industries. Being the back office of the world, it only seems that this would go into their industries and areas, as McGee points out: "We're looking to India to help us outsource". If you think it's because of cheap labour, McGee tells you to think again: "No, not cheap labour, but outsource the vast amount of work we need to produce. Doing it cheaply is not, as we've learned in the past, doesn't mean that you get the best quality. We need to get a balance between getting our overheads down, but the work you see has to be of the highest possible calibre."