Ubisoft CEO Yves Guillemot says that the company plans to expand its business into the movie special effects market.

“We want to create the capacity to develop special effects for movies. Those worlds have to merge more and more,” he told the Financial Times. “We don’t want to make movies, but the expertise we have is key to creating special effects, graphics and animation.”

The publisher is currently collaborating with Twentieth Century Fox on science-fiction film Avatar. In addition to creating a game based on the James Cameron directed movie, it’s reportedly sharing the development of the setting and characters.

“It is the first time we have been that close to a film studio. We have access to all their data as they create the game and they have access to ours,” said Guillemot. “We can enrich movies and they can enrich games.”

Last year the Paris-based publisher acquired Canadian special effects studio Hybride Technologies, the firm behind Sin City's and 300's unique visuals.