LG Electronics USA has opened a new in-house Virtual Production Studio at its 360,000-square-foot North American headquarters in Englewood Cliffs, N.J. The facility allows LG to create content for its product portfolios while achieving substantial savings on production costs and timescales.

A collaboration between LG and its affiliate creative agency HSAD, the LG Virtual Production Studio integrates LG’s own award-winning commercial LED display technology to create a 1.5-pixel-pitch display that spans two walls, allowing for immersive, cost-effective, and flexible content creation while also leveraging innovative partner technologies including Megapixel’s HELIOS LED Processing Platform and the Mo-Sys Camera Tracking Solutions/Server.

LG recently acquired an interest in Mo-Sys, a developer of virtual production solutions and camera robotics. This collaboration seamlessly integrates LG’s LED displays and controllers with Mo-Sys’s XR (extended reality) products and systems to create a total solution for XR, as implemented in the LG Virtual Production Studio. In addition, the studio’s HELIOS Platform from Megapixel allows multiple users to control colorimetry, tone mapping, gamut adjustments, and camera integration features in real time without the need for additional software.

Unlike traditional studio setups, the LG virtual production studio enables rapid content production, reducing build times from days to hours. The technology, including parallax motion and real-time rendering, enhances believability and adaptability, and the studio’s launch aims to increase LG’s content output, improve efficiency, and reduce costs. Future plans include episodic content and potential partnerships with other brands, highlighting LG’s and HSAD’s innovative approach to content creation.

The LG Virtual Production Studio includes a 25-foot, two-wall display designed around two 1.5- pixel-pitch LG MAGNIT Studio Series LBAG015 direct-view Micro LED displays – 13-by-8-foot and 8-by-4-foot displays – positioned at a 90-degree angle. The fine pixel pitch of the Studio Series allows for cost savings because creative backgrounds and special effects can be displayed closer to cameras in this modestly-sized (about 1,000-square-foot) fixed-location studio. By comparison, LED displays with wider pixel pitches require much larger studio spaces as cameras must be positioned further from the displays so that the pixels aren’t visible to maintain image detail.