Annapurna Studios and Qube Cinema Launch State-of-the-Art Virtual Production Stage in Hyderabad
Hyderabad, May 15, 2023
Annapurna Studios and Qube Cinema, two respected names in the Indian media business, have launched the ANR Virtual Production Stage in Hyderabad. This state-of-the-art ICVFX (In-Camera Visual Effects) facility promises to revolutionize the production process for filmmakers. The ANR Virtual Production Stage has been conducting tests since October 2022 and has already been used to shoot multiple movies, ads, and music videos. With its comprehensive workflow solution, the facility now offers filmmakers unprecedented flexibility and control, allowing them to achieve their creative goals without any limitations.
The technology used in the setup is cutting-edge, featuring a high brightness, curved LED wall spanning 60 ft in width and 20 ft in height, 2.3 mm dot-pitch, with ultra-high refresh rate and wide colour gamut. Top-of-the-line AOTO LED displays, state-of-the-art camera tracking using stYpe's RedSpy, and powerful, custom-built rendering systems using Unreal Engine allow for real-time rendering of complex photorealistic virtual locations. Filmmakers can now seamlessly blend real and virtual elements and shoot scenes in various locations worldwide without the need to physically relocate. They also have the ability to manipulate weather and lighting to their liking, giving them greater creative control.
Annapurna Studios is known for its infrastructure and services it provides for the media and film industry. Starting as a traditional film studio and production house, today it has transformed into an international standard studio with end-to-end services for all media formats. ‘Annapurna’ as a legacy brand is established in production, distribution, infrastructure and is constantly endeavouring to bring new technologies and business models to the media industry.
Qube Cinema’s success in transforming the media industry in India over the last three decades is a testament to the company’s willingness and ability to identify and adopt technology that can greatly improve production and post-production workflows. The unique collaboration between Annapurna and Qube will leverage this experience to reimagine the production process for today’s fast-paced and demanding entertainment environment with virtual production, the next evolutionary step in content production.
“The successful launch of the ANR Virtual Production Stage is a testament to our commitment to delivering cutting-edge services to our clients,” said Nagarjuna Akkineni of Annapurna Studios. “Our strength and experience in making movies and running studios in tandem with Qube’s technical knowledge make this a great collaboration. Virtual production enables the creative mind to imagine without limit and then create it.”
“We are excited to collaborate with Annapurna Studios to bring this innovative technology to filmmakers in India and around the world,” said Jayendra Panchapakesan, Co-founder of Qube Cinema. “This is the start of a new era in content production, and we are committed to creating an ecosystem that allows filmmakers to work in a highly efficient and cost-effective manner. Virtual production is the next big paradigm shift in content production, and we are thrilled to be leading this transformation.”
The launch of the ANR Virtual Production Stage is a game-changer for the Indian film industry, and it will help India's entertainment sector take a significant step forward in the global entertainment industry. The stage is the first world-class permanent ICVFX facility in India, offering significant cost savings in logistics and production, and it promises to empower filmmakers to tell their stories without being limited by location or space.
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