The filmmaking industry is undergoing a seismic shift, driven by cutting-edge technologies that are redefining how stories are told. Among these innovations, virtual production has emerged as a game-changer, blending the physical and digital worlds to create immersive, efficient, and visually stunning productions. At the forefront of this revolution are studios like Infinite Studios and XR Studios, which are pushing the boundaries of what’s possible in film, television, and beyond. In this guest post, we’ll dive into what virtual production is, how it works, and how these studios are leveraging extended reality (XR) to transform the creative landscape.

What is Virtual Production?

Virtual production is a filmmaking technique that integrates real-time computer graphics, often powered by game engines like Unreal Engine, with live-action footage to create immersive environments on set. Unlike traditional filmmaking, where green screens and post-production visual effects dominate, virtual production allows directors, cinematographers, and actors to see and interact with digital environments in real time. This is typically achieved using LED walls or “volumes” that display photorealistic backgrounds, which not only serve as a backdrop but also provide natural lighting and reflections on actors and props.

The key components of virtual production include:

1. LED Volumes: Large, curved LED walls that display dynamic, real-time environments. These walls, like those used in Disney’s The Mandalorian, envelop the set, creating a seamless blend of physical and digital elements.

2. Real-Time Rendering: Game engines like Unreal Engine or Unity render high-quality visuals instantly, allowing filmmakers to see the final look of a scene during shooting rather than waiting for post-production.

3. Camera Tracking: Advanced tracking systems, such as those from Mo-Sys or Ncam, sync the camera’s movements with the virtual environment, ensuring realistic parallax and perspective shifts.

4. Previsualization (Previs): Virtual production allows teams to plan shots in a virtual environment before filming, reducing the need for costly reshoots and streamlining production workflows.

The benefits of virtual production are profound. It reduces the reliance on location shooting, lowers post-production costs, and enables filmmakers to create any environment—whether it’s a distant planet or a historical city—without leaving the studio. It’s faster, more cost-effective, and environmentally sustainable, as it minimizes travel and physical set construction. As noted in industry discussions, virtual production can save time by doing “post-production in pre-production,” allowing filmmakers to visualize and refine shots before the cameras roll.

The Rise of XR Studios

Extended Reality (XR) is a broader term encompassing Virtual Reality (VR), Augmented Reality (AR), and Mixed Reality (MR). In the context of filmmaking, XR studios use these technologies to extend virtual sets beyond the LED volume, creating fully immersive environments that integrate real-time visuals with live performers. Unlike traditional virtual production, which may focus on capturing scenes entirely in-camera, XR often incorporates LED floors and walls to create a 360-degree virtual world, enhancing immersion for both talent and audiences.

XR studios are versatile, supporting not only film and TV production but also live events, corporate presentations, and interactive experiences. For example, they can teleport remote speakers into a virtual environment for a hybrid broadcast or create dynamic sets for live-streamed events. The technology’s flexibility and real-time capabilities eliminate the need for extensive post-production, making it a cost-effective solution for a wide range of applications.

Infinite Studios: Pioneering Immersive Experiences

Infinite Studios, part of Infinite Reality, is at the forefront of leveraging XR and virtual production to create next-generation digital experiences. Based in Singapore, Infinite Studios is known for its state-of-the-art facilities and innovative approach to content creation. The studio has made significant strides in film, television, and immersive media, offering end-to-end solutions that combine cutting-edge technology with creative storytelling.

Infinite Studios is particularly notable for its integration of AI-powered tools and spatial computing, which enhance the creation of 3D immersive environments. Their platform, the iR Engine, enables creators to build 3D websites, apps, and XR media without coding skills, democratizing access to advanced production techniques. This aligns with their mission to drive engagement and brand value through immersive experiences. For instance, their iR Studio allows brands to create interactive 3D websites that boost visitor engagement and sales, with research showing that immersive experiences can nearly double audience interaction.

In virtual production, Infinite Studios employs high-resolution LED walls and real-time rendering to craft photorealistic environments. Their facilities support a range of productions, from blockbuster films to branded content, offering creators the ability to design custom virtual sets that can be changed instantly. This flexibility is a hallmark of modern XR studios, allowing filmmakers to shoot in diverse settings—like a futuristic city or a tropical jungle—without leaving the studio. Infinite Studios’ commitment to sustainability is also noteworthy, as virtual production reduces the carbon footprint associated with location shooting and physical set construction.

XR Studios: Redefining Production Standards

XR Studios, formerly based in Hollywood, was a pioneer in virtual production, known for its work on high-profile projects like Lil Nas X’s Montero Show and Grimes’ Shinigami Eyes music video. Although XR Studios ceased its Hollywood operations, its legacy continues through partnerships with companies like Solotech and Silent Partners Studio, which carry forward its expertise in XR and virtual production.

XR Studios specialized in creating immersive environments using LED volumes and green-screen stages, powered by tools like Unreal Engine and stYpe’s GreenKiller plugin. Their work demonstrated the power of XR to create seamless, high-impact virtual worlds. For example, in The Montero Show, XR Studios designed multiple virtual sets that allowed Lil Nas X to perform in dynamic, ever-changing environments, showcasing the technology’s potential for live broadcasts and music videos.

The studio’s approach highlighted several advantages of XR in production:

• Real-Time Interaction: Talent could see and react to virtual environments during filming, enhancing performance authenticity.

• Cost Efficiency: By reducing the need for location shoots and post-production compositing, XR Studios saved time and money.

• Creative Freedom: Directors could adjust virtual environments on the fly, experimenting with lighting, weather, or locations without logistical constraints.

Comparing Infinite Studios and XR Studios

While both Infinite Studios and XR Studios have made significant contributions to virtual production, their approaches differ slightly. Infinite Studios focuses on a broader ecosystem, integrating AI and spatial computing to create accessible tools for creators across industries. Their iR Studio platform, for instance, caters to brands and businesses looking to build immersive digital experiences, not just film and TV productions. This makes Infinite Studios a versatile player in the XR space, with applications in marketing, education, and e-commerce.

XR Studios, on the other hand, was more specialized in high-end film, TV, and music video production, with a focus on delivering cinematic-quality virtual environments. Their work with major artists and brands like Xbox and T-Mobile showcased their ability to handle complex, high-stakes projects. However, their closure in Hollywood suggests a shift toward collaborative models, where their expertise is now channeled through partner studios.

The Future of Virtual Production and XR Studios

The adoption of virtual production and XR technologies is accelerating, driven by their ability to streamline workflows and unlock creative possibilities. Studios like Infinite Studios are leading the charge by making these technologies accessible to a wider audience, from filmmakers to corporate clients. The integration of AI, as seen in Infinite Reality’s acquisition of Touchcast for $500 million, signals a future where generative AI and XR converge to create even more dynamic content.

Meanwhile, the legacy of XR Studios highlights the transformative impact of virtual production on entertainment. As LED technology improves and game engines become more powerful, we can expect virtual production to become the standard for major motion pictures and live events. The environmental benefits—reduced travel and set construction—are also a compelling reason for studios to invest in these technologies, aligning with global sustainability goals.

Challenges and Considerations

Despite its advantages, virtual production comes with challenges. The initial investment in LED volumes, tracking systems, and high-performance workstations can be significant, with setups like ARwall’s XR Stage Bundle costing upwards of $249,999. Additionally, the technology requires skilled operators, including Unreal Engine artists and camera tracking specialists, which can add to production costs. However, these upfront costs are often offset by savings in post-production and location expenses.

Another consideration is the learning curve for traditional filmmakers transitioning to virtual production. While tools like Infinite Studios’ iR Studio aim to simplify the process, mastering real-time rendering and XR workflows requires training and collaboration between art departments, VFX teams, and technical crews.

Conclusion

Virtual production, powered by XR technologies, is revolutionizing filmmaking by offering unparalleled creative control, efficiency, and sustainability. Studios like Infinite Studios and the former XR Studios are at the heart of this transformation, showcasing the potential of LED volumes, real-time rendering, and AI-driven tools to create immersive experiences. Whether it’s crafting photorealistic sets for a blockbuster film or designing interactive 3D websites for brands, these studios are paving the way for a new era of storytelling.

As the industry continues to evolve, virtual production and XR will likely become indispensable tools for creators worldwide. By embracing these technologies, filmmakers and brands can unlock endless possibilities, bringing their visions to life in ways that were once unimaginable. For those looking to explore this exciting frontier, Infinite Studios offers a glimpse into the future of immersive content creation, while the legacy of XR Studios reminds us of the power of innovation in storytelling.