VFX Creator Gravity Files for Bankruptcy
Gravity, whose computer animation and digital effects appear in Ford and Got Milk? ads, filed for Chapter 11 protection Tuesday to avoid eviction from its Madison Avenue office, the Wall Street Journal reported today. Facing demands to pay more than $465,000 in unpaid rent, which it can’t afford, Gravity Chief Executive Zviah Eldar said in court papers that the company decided to seek shelter in bankruptcy court, where it will get breathing room from the landlord and other creditors. The company provides computer-generated animation and digital visual effects for commercials, movies, television shows and other productions. Gravity is hoping to continue normal operations in chapter 11, to which end it has requested the use of the cash securing its lenders’ claims.