AV Magazine AV Magazine 
MovieChrome, a video production company located in Milan, has become the first virtual production (VP) studio to use Absen’s Pixel Reality (PR) series.
VP is experiencing rapid global growth, creating a new generation of immersive and engaging content for everything from films and commercials to fashion shows and product launches.
Boasting a large pool of skilled film-makers, Italy has emerged as a significant hub embracing this technique. MovieChrome has established itself as an innovative VP house, offering six studios and a video/audio equipment rental service.
Edoardo Mari, partner and executive producer at MovieChrome, says: “Going into the project, we wanted our VP set-up to be state-of-the-art and to push the boundaries and enhance our film-making capabilities.
“We chose to work with Absen due to its reputation for delivering high-quality, reliable LED solutions tailored for the film industry. The Pixel Reality LED wall stood out for its exceptional image quality and the flexibility it offered for various types of production.”
MovieChrome was seeking high-resolution imaging, seamless integration with the existing production workflow and the flexibility to create hyper-realistic virtual environments. The key challenge was working within the limitation of the studio space, while still providing the expansive virtual environment necessary for productions.
The set-up comprises 75 sq metres of Absen’s PR 2.5, with a curved LED display as its centrepiece, and an LED ceiling designed to expand the creative digital canvas. It has been fitted in the main production studio to enhance the visual depth of the virtual sets.
As an all-in-one solution for VP, the PR series’ narrow pixel pitches suit LED backdrops, as images can be captured even at close range, while the high brightness provides the optimal lighting needed for ceilings.
Vibrant detail
The PR series has been developed to offer a high standard of in-camera visual effects, allowing virtual assets to be captured in vibrant detail. The 99.9% DCI-P3 colour gamut coverage allows creators to use precise colour reproduction.
The ability to display smooth video at a high frame rate supports innovative VP techniques such as frame remapping, which realises multi-camera shooting of the same object.
“We have seen a transformative change in our production service capabilities,” says Mari. “The LED wall has enabled us to create more-immersive and visually stunning scenes, significantly expanding the creative possibilities for our film-makers.
“The collaboration between Absen and our team played a key role in ensuring our new LED seamlessly integrated with our existing technology, making the transition very smooth.”
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