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Virtual production everywhere

Virtual production will be increasingly used for all high-end visual communication, according to Marcus Brodersen, CEO of graphics software company Pixotope. “VP will be ubiquitous,” he told ISE’s Content Production & Distribution Summit. “The differences between broadcast, film, live, AV and game production is starting to be less important than the commonalities.”

To underline the point, Brodersen was joined on stage by Stephan Ukas-Bradley, VP solutions, Americas, ARRI, and Stacia Pfeiffer, VP producer, Lux Machina. “Virtual production will eventually be indistinguishable from live production,” Brodersen claimed.

The benefits of VP are available now for every kind of high-end visual communication, he said. For instance, VP can be programmatically controlled; “something possible with online media but less so with traditionally produced content”.

“All video-based content will eventually have the visual impact of high-end feature films combined with the connected and scalable nature of online content and the immersive and social experience of video games,” added Brodersen.

Meanwhile, Spanish media giant Mediapro Group chose ISE 2023 to announce a major €3 million investment in virtual production. Tatxo Benet (pictured), managing partner, Mediapro, told attendees: “Virtual production is here to stay and is already revolutionising the AV sector. As a traditional broadcaster we were the original audiovisual company. Now, banks, theatres, schools, automotive; everyone is becoming an AV company.”

With an eye on producing more and more content using virtual production techniques, Benet announced that Mediapro will open four new studios over the next three years in Barcelona, Madrid, New York and Miami. Each will combine large LED walls with green screen facilities. “There is no broadcast, only content and eyes, and money,” Benet said. “The AV sector will be huge in the future because it will be in every big company in the world.”