Tupac has once again been laid to rest. The huge buzz created by the late renowned rapper’s ‘resurrection’, in the form of a hologram at Coachella 2012, hasn’t been enough to save the company who fashioned him. According to Pitchfork, the company –Digital Domain Media Group – has recently filed for bankruptcy.
News of Tupac’s appearance went viral when he ‘performed’ at Coachella as a hologram alongside Snoop Dogg and Dr. Dre in April of this year. Rumours of a ‘Tupac hologram tour’ were ripe following the much talked about event, fueled by online reports and global hype.
“To create a completely synthetic human being is the most complicated thing that can be done,” Digital Domain’s chief creative officer, Ed Ulbrich, told The Wall Street Journal earlier this year, “This is just the beginning.”
Apparently it’s actually the end. Despite additional special effects work on several big budget films including ‘Pirates of the Caribbean’, ‘Transformers’ and ‘Titanic’, CNN reports indicate that Digital Domain’s financial status had long been in distress.
The company, which was almost 20 years old and included James Cameron amongst its founders, had previously noted troubles with overheads and long-term debt.
Prior to their financial concerns, Digital Domain had reportedly been involved in further plans to develop a virtual Elvis Presley for a ‘range of entertainment projects’. It is now safe to surmise that those plans have also met an early grave.
However, all might not be lost. Spin draws attention to other companies who were involved in the Coachella spectacle, including San Diego-based AV Concepts who handled the 3D projection.
Another company, Musion Systems Ltd, holds the patent on a similar technology that was licensed to allow Gorillaz to appear on stage with Madonna at the 2006 Grammy Awards.
Digital Domain Media Group might be over and out but it is unclear whether the same can be said of future hologram creations. Once again, Tupac’s legendary status has given rise to further conspiracies and heated debate. And so the question remains: Will Tupac rise again?
