Pickle April 2024 NABSHOW Edition

EMERGING TECH

INDIA’S ONLY MEDIA BIZ MAGAZINE FOR THE WORLD

INTO THE WORLD OF VIRTUAL PRODUCTION

The grammar of filmmaking is changing. A close look at the Virtual Production Stage created by Annapurna Studios and QUBE Cinema in Hyderabad, India

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Vision. It drives the stories you tell. The audio you produce. The experiences you create. Widen your angle at NAB Show, the preeminent event for the entire broadcast, media and entertainment industry. Discover a swell of tech and tools across three all-encompassing destinations: CREATE, CONNECT and CAPITALIZE. Learn the trends and techniques paramount to your specific role in the content economy. Network with innovative people and global visionaries at the forefront of this fast-changing business.

EXHIBITS: APRIL 14-17, 2024 |

EDUCATION: APRIL 13-17 LAS VEGAS, NV

To join the Indian Delegation contact Anushree Ramchandani, aramchandani.nabshow@gmail.com.

EMERGING TECH

INDIA’S ONLY MEDIA BIZ MAGAZINE FOR THE WORLD

INDIA’S BREAKTHROUGH IN VIRTUAL PRODUCTION A LEAP INTO THE FUTURE

Discover how Vivek Kandasamy, Founder of Film Engineers and Chaitanya Chinchlikar, CTO of Whistling Woods International are driving the virtual production revolution in India, developing sophisticated tools, solutions, and processes while educating students. They will be at NAB SHOW 2024 to highlight India’s growing role in film tech innovation.

Vivek Kandasamy (L) and Chaitanya Chinchlikar (R)

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FROM THE EDITOR

We’re excited to present the 101st edition of Pickle’s NAB Show issue, showcasing the latest in emerging tech and innovation. With a remarkable 600 Indian participants registered for the NAB Show in Las Vegas (April 13-17), India’s significant role in the global content and technology landscape is undeniable.

The NAB Show stands as the premier global event merging content and technology, offering India opportunities as both a market and a solution provider. Representatives from 160 countries converge at NAB, providing a platform to showcase India’s incentives and advancements in virtual production.

In this edition, we dive deep into India’s burgeoning virtual production stage. We feature an exclusive interview with Rajesh Ramachandran, Chief Technology Officer & President at Qube Cinema, discussing the pivotal moments and milestones that have shaped Qube Cinema’s journey and its vision for the future. Ramachandran elaborates on the company’s interest in virtual production and its alignment with Qube Cinema’s mission of empowering storytellers and embracing emerging technologies. Additionally, he provides insights into Qube Cinema’s collaboration with Annapurna Studios, highlighting the significance of this partnership in the realm of virtual production and the challenges and opportunities it presents.

This edition also profiles ANR Virtual Production Stage has revolutionised the way films are conceptualized, created, and experienced. Figures like Chaitanya Chinchlikar, Chief Technology Officer at Whistling Woods International, and Vivek Kandasamy, Founder of Film Engineers, are driving innovation beyond product development. They are pioneering new approaches and methodologies reshaping the future of cinema with groundbreaking virtual production tools: Portal Tracker and Portal Bridge (Camera Tracker). These state-of-the-art solutions streamline virtual production, enhancing precision, realism, accessibility, and efficiency.

Additionally, this edition features Ravindra Velhal, Lead-Technology Policy and Standards at Intel, a visionary figure shaping India’s technological landscape. He discusses Virtual Production 3.0, highlighting principles aimed at democratizing technology worldwide, emphasizing accessibility, inclusivity, and lifelike immersion.

As we continue to deliver the latest insights from the global entertainment industry, your feedback is invaluable. We invite you to explore the diverse offerings in this edition and reach out for inquiries regarding participation in upcoming events and collaborations.

n vidyasagar pickle media nat@pickle.co.in, www.pickle.co.in

INDIA THE WORLD’S AUDIO VISUAL FACTORY ---

CONTENT HUB OF THE WORLD

Fastest Growing Audio-Visual Market in the World

Ease of Doing Business

100% FDI in Film, TV, Animation, Gaming Sectors

Robust AVGC Sector

Abundant

Talent Pool

Upto $3.6 mn incentives for international production housesfor live shooting, co-production, VFX, Animation, post-production

ADVANTAGE INDIA IN M&E INNOVATIONS

At NAB Show

2024, India takes a pivotal role, showcasing its remarkable strides in technology, virtual production, and digital solutions

In an era defined by technological innovation and digital transformation, India emerges as a beacon of ingenuity and opportunity. As the world converges at NAB Show 2024, India steps into the limelight, showcasing its remarkable strides in technology, virtual production, and digital solutions. With a vibrant ecosystem, a deep talent pool, and unwavering commitment to innovation, India stands poised to lead the next wave of technological revolution and cement its position as a global technology powerhouse. Here is a compelling narrative of India’s technological ascendancy.

Unveiling High Growth Potential

India’s technology sector stands at the cusp of a transformative revolution, poised to become a global innovation hub. With its vibrant startup ecosystem and burgeoning tech talent pool, India offers a fertile ground for cutting-edge research and development. Events like NAB Show serve as platforms to exhibit India’s prowess in technological innovation, attracting international interest and collaboration.

Harnessing Abundant Talent

India’s educational institutions churn out a steady stream of skilled professionals in technology, engineering, and computer science. With a keen understanding of

cutting-edge technologies, India’s tech workforce fuels innovation and drives the country’s technological advancements. Institutions like the Indian Institutes of Technology (IITs) and Indian Institutes of Information Technology (IIITs) produce graduates who are at the forefront of technological breakthroughs.

Building Robust Technological Infrastructure

India’s commitment to fostering technological innovation is evident in its state-of-the-art infrastructure and research facilities. From technology parks to innovation hubs, India provides a conducive environment for experimentation and collaboration. Cities like Bengaluru, often hailed as the Silicon Valley of India, host cutting-edge research centers and tech incubators, facilitating the development of groundbreaking technologies.

Cost-Effectiveness

India’s cost-effective development environment, coupled with its skilled workforce, offers unparalleled value to tech companies seeking to maximize efficiency without compromising quality. The favorable cost structure, combined with India’s deep talent pool, makes it an attractive destination for global tech collaborations and investments.

Digital Transformation

India’s rapid digital transformation, fueled by low data costs and widespread internet penetration, has ushered in a new era of connectivity and innovation. With a burgeoning digital ecosystem, India provides a fertile ground for the development and adoption of emerging technologies such as artificial intelligence, machine learning, and the Internet of Things. Digital platforms and mobile applications have become integral to the lives of millions of Indians, creating immense opportunities for tech companies to innovate and disrupt traditional industries.

Governmental Support and Initiatives

The Indian government’s proactive policies and initiatives have played a pivotal role in fostering technological innovation and entrepreneurship. Initiatives such as Digital India and Startup India provide support and incentives to tech startups and companies, encouraging them to push the boundaries of innovation. With initiatives like Make in India and Skill India, the government aims to bolster domestic manufacturing and enhance the skill sets of the workforce, further driving technological advancement and economic growth.

Global Collaboration and Partnerships

India’s emergence as a global technology leader has paved the way for international collaboration and partnerships. With a focus on forging alliances and leveraging intellectual property, India seeks to access global markets and enhance its competitiveness on the global stage. Collaboration agreements, free trade

agreements, and co-development initiatives serve as avenues for India to expand its technological footprint and engage with global partners.

Leveraging Emerging Technologies

India’s tech ecosystem is at the forefront of leveraging emerging technologies to solve complex challenges and drive innovation across industries. From fintech to healthtech, Indian startups and tech companies are harnessing technologies such as blockchain, augmented reality, and quantum computing to create disruptive solutions and redefine the future of business and society.

Rising Domestic Market

India’s burgeoning domestic market presents a vast canvas for tech companies to innovate and thrive. With a growing middle class and increasing disposable incomes, India offers immense opportunities for tech companies to tap into consumer demand and deliver innovative products and services. From e-commerce to digital payments, India’s tech-savvy population is driving the adoption of digital technologies and reshaping the country’s economic landscape.

At the 2024 edition of NAB Show, India’s technological prowess takes center stage, beckoning global collaborators and investors to join hands in shaping the future of technology. With its vibrant ecosystem, deep talent pool, and unwavering commitment to innovation, India stands poised to cement its position as a global M&E technology powerhouse. The stage is set, and India is ready to lead the way.

NAB SHOW 2024 PIONEERING

THE GLOBAL FUTURE OF M&E

Featuringattendeesfrom160nations,including 10 new delegations from different areas, NAB Show 2024 is well-positioned to highlight cutting-edge innovations, promote strategic partnerships,andsetthedirectionfortheglobal growth of content creation

The 2024 edition of National Association of Broadcasters (NAB) Show, set to commence from April 13th to 17th at the Las Vegas Convention Center, promises to be the definitive global rendezvous for the future of broadcast, media, and entertainment industries. With representatives from a staggering 160 countries, including 10 new delegations from various regions, the event is poised to showcase cuttingedge technologies, foster strategic alliances, and chart the course for the evolution of content creation on a worldwide scale.

Chris Brown, the Executive Vice President and Managing Director of NAB Global Connections and Events, expressed enthusiasm for the growing international participation: “NAB Show has always been the global gathering place for the media and entertainment industry – the collaboration and sharing of knowledge across all these markets is part of what makes the Show experience so special.”

The international landscape is witnessing a rapid surge in overthe-top (OTT) streaming, live events, cinematic narratives, and e-sports, with projections indicating substantial growth in revenue, particularly in the gaming sector. This burgeoning industry has attracted record-breaking investments nearing a quarter of a billion dollars in content, with countries like South Korea, Germany, and India at the forefront of innovation and production.

A melting pot of creative minds, the NAB Show serves as a catalyst for global storytelling, drawing creators from every corner of the globe. This year, representatives from film and TV councils, commissions, alliances, and guilds hailing from Canada, China, Egypt, India, Indonesia, Nepal, South Korea, and the United Kingdom will converge to exchange ideas, refine their craft, and propel content creation to new heights.

A highlight of the event is the presence of 34 delegation buying groups from

RIL | Qube Cinema | Real Image

Whistling Woods International | Disney Hotstar

Film Engineers | TSL | Vuenow Infotech

Tessact | Planetcast Media | Ideyalabs

Bhooshan’s Senior | Kairav Films | Piconets

Phantom Digital Effects | Beehive Systems

Bholat Animation | Fat Mama Films

Harmonic India | Dish TV | Star India

Cineom | Rotomaker | Radio Punjab

Telerad, Lamhas Satellite | Alphatel Network

Panasonic Connect | Bright Media Solutions

Digital Nirvana

diverse regions, including 10 new groups representing Europe, Africa, the Caribbean, Oceania, and Central Asia. The international press corps, comprising nearly 40 percent of registered attendees, underscores the extensive global coverage and interest surrounding the NAB Show.

The event’s agenda features a lineup of engaging sessions addressing pivotal themes in technology, gaming, and cinematography. Notable sessions include:

A Case Study of Caliente TV’s Studio Build and the Latin America Broadcast Market: An exploration of the challenges and opportunities in studio construction and operations within the Latin American market.

Catch a Global Star: Unveiling the Rise of Non-English Entertainment: A discussion on the evolving landscape of global entertainment and its implications.

Shaping the Future of Television:

Brazil’s Journey to TV 3.0 and the Paris Olympics Live Broadcast Trials: Insights into Brazil’s innovative approach to television broadcasting, leveraging the 2024 Paris Olympics.

A Case Study on ProblemSolving Innovations in Virtual Production Workflows: The presentation of innovative solutions in virtual production workflows by the Emerging Media Lab at Whistling Woods International, India.

The NAB Show will also feature international pavilions showcasing innovations from global companies, along with the participation of numerous partner organizations representing various facets of the industry. NAB Show continues to be at the forefront of driving innovation and facilitating collaboration in the broadcast, media, and entertainment sectors. As the event unfolds, it promises to offer a glimpse into the future of content creation and consumption, shaping the trajectory of the industry for years to come.

UNLOCKING INNOVATION THROUGH INDUSTRY INSIGHTS

The Main Stage, where experts will explore a range of topics related to the industry, including creative cooperation, sustainability, and the incorporationof AItechnology, will serve as the focal point of the conversations

The stage is set for a groundbreaking exploration into the future of broadcast, media, and entertainment at the upcoming 2024 National Association of Broadcasters (NAB) Show. With a stellar lineup of powerhouse panels and speakers, the event promises to unveil

cutting-edge solutions and visionary perspectives that will shape the industry’s landscape for years to come.

Chris Brown, the Executive Vice President and Managing Director of NAB Global Connections and Events, expressed his excitement about the

forthcoming exchange of ideas: “Attendees will gain exclusive access to groundbreaking insights from the industry’s brightest minds, leaving them inspired to push the boundaries of what’s possible. This is where the future of media is imagined.”

At the heart of the discussions will be the Main Stage, where luminaries will delve into various facets of the industry, from creative collaboration to sustainability and the integration of AI technology. Among the notable sessions are:

Lens to Living Room –The Marvelous Magic of IMAX and Disney: This session will offer a captivating insight into the

partnership between IMAX and Disney, renowned for delivering premium experiences to audiences worldwide. Executives and experts will explore the latest post-production and technological advancements, ensuring pixel-perfect experiences across diverse platforms.

Exploring HBO’s True Detective Night Country: In an exclusive interview, Executive Producer Mari

Jo Winkler-Ioffreda will shed light on HBO’s innovative sustainability initiatives in production. This discussion aligns with the NAB Show’s Excellence in Sustainability Awards ceremony, emphasizing the industry’s commitment to environmental responsibility and social development.

How Generative AI is Changing the Game: Moderated by Kaylee

Attendeeswillgainexclusiveaccessto groundbreakinginsightsfromtheindustry’s brightestminds.Thisiswherethefutureofmedia isimagined

Chris Brown, Executive Vice President and Managing Director of NAB

Hartung, this panel will examine the transformative impact of generative AI in sports broadcasting. Experts from Amazon Web Services (AWS), the National Football League, PGA TOUR, and others will discuss real-world applications and the convergence of AI with cloud-based live production innovations.

Empowering Creative Collaboration: The Future of Production and Post: Alteon.io, last year’s Product of the Year Winner, will lead an interactive exploration of media creation’s forefront. Co-founder and CEO Matt Cimaglia, alongside industry experts, will tackle challenges and breakthrough solutions revolutionizing media projects, including content provenance and generative AI.

Intel AI Platforms and Processors Revolutionize Sports Broadcasting: Delving into the intersection of technology and sports broadcasting, Intel, OBS, and Deloitte will offer a behind-the-scenes look at how AI is enhancing the fan experience. From production to delivery, the session will illuminate the role of new technology in driving the broadcast industry forward.

These sessions, scheduled on NAB Show’s Main Stage at the Las Vegas Convention Center from April 14th to 17th, 2024, promise to be enlightening and transformative. Attendees can expect to gain invaluable insights into the evolving landscape of broadcast, media, and entertainment, as industry leaders chart a course towards innovation and excellence.

NAB SHOW TO DELIVER EXCLUSIVE HOLLYWOOD INSIGHTS

The NAB Show is set to unveil a series of captivating content accessible to all attendees. Delving deep into the heart of Hollywood, these sessions promise to provide invaluable insights into various aspects of filmmaking, led by industry veterans

As the entertainment industry continues to evolve, the National Association of Broadcasters (NAB) Show stands as a beacon for industry professionals and enthusiasts alike. With its finger on the pulse of the latest trends and innovations, the NAB Show consistently delivers groundbreaking insights and experiences to its attendees. In its latest offering, the NAB Show is set to unlock the secrets of Hollywood with an All-Access Content series that promises to captivate and inspire. From behind-the-scenes glimpses into blockbuster productions to indepth discussions with industry veterans, the All-Access Content packs a punch, offering attendees a rare opportunity to delve deep into the heart of filmmaking.

The lineup of sessions includes

Focus on ‘Cini+Live’

Industry pioneers will dissect the nuances of ‘cinematic multi-cam’ or ‘cini+live’ productions, offering behindthe-scenes glimpses into iconic events such as the Rivian R2 Reveal, recent Super Bowl Halftime shows, and Taylor Swift: The Eras Tour movie. Attendees can expect to gain a comprehensive understanding of the intricate processes involved in bringing these larger-than-life productions to the screen.

Oppenheimer Case Study

Analog Post-Production Workflows: Kodak and FotoKem will offer an exclusive look into the intricacies of analog postproduction workflows, detailing the manufacturing of 65mm B&W film and the large format B&W processing implemented for Oppenheimer’s cinematic masterpiece. Through in-depth discussions and realworld examples, participants will gain valuable insights into the timeless art of analog filmmaking and its relevance in today’s digital age.

Boldly Go

Star Trek’s Voyage in the Age of Apple Vision Pro: A riveting presentation exploring the intersection of technology

and storytelling within the Star Trek universe. Panelists from OTOY, Roddenberry Entertainment, and Light Field Lab will illuminate how technological advancements are reshaping the media landscape. From virtual production techniques to cutting-edge visual effects, this session will offer a glimpse into the future of immersive storytelling.

Laser Projection in Post Production: Executives from Barco will shed light on the pivotal role of laser projection in post-production, elucidating its impact on both colorists and moviegoers worldwide. Through case studies and demonstrations, attendees will discover how this innovative technology is revolutionizing the way films are edited, graded, and presented to audiences.

HBO Camera Assessment Series Screening & Discussion Session

Attendees will be treated to an exclusive screening and discussion session featuring the latest installment of the HBO Camera Assessment Series. Panelists will delve into the meticulous process of selecting the right camera for diverse production scenarios, offering valuable insights into the creative decision-making process behind some of HBO’s most iconic projects.

FROM BEHIND-THESCENES GLIMPSES INTO BLOCKBUSTER PRODUCTIONS TO INDEPTH DISCUSSIONS WITH INDUSTRY VETERANS, THE ALLACCESS CONTENT PACKS A PUNCH, OFFERING ATTENDEES A RARE OPPORTUNITY TO DELVE DEEP INTO THE HEART OF FILMMAKING

A Case Study of Caliente TV’s Studio Build and the Latin America Broadcast Market: A panel discussion in Spanish featuring executives from Caliente TV, VIVO Worldwide Productions, Ross Video Mexico, and LDM Worldwide will explore the intricacies of studio construction and operation in the Latin American market. From navigating regulatory challenges to harnessing the latest technological innovations, this session will provide attendees with practical strategies for success in this dynamic and rapidly evolving industry.

These sessions, scheduled during the NAB Show from April 13th to 17th (Exhibits April 14-17) at the Las Vegas Convention Center, offer a unique opportunity for attendees to gain valuable insights and deepen their understanding of the content creation process in the ever-evolving world of media and entertainment. With a diverse range of topics and industry perspectives, the All-Access Content promises to be an enriching experience for all participants.

WALK INTO THE STUDIO WITH A SCRIPT, AND WALK OUT WITH A FILM

ANNAPURNA STUDIOS SHAPING THE FUTURE OF INDIAN ENTERTAINMENT

With a nearly 50-year history, Annapurna Studios is poised to redefine the future of filmmaking by embracing cutting-edge technologies like virtual production and positioning itself as a global powerhouse in the entertainment industry says Supriya Yarlagadda, Executive Director, Annapurna Studios

Nestled in the heart of Hyderabad, Annapurna Studios stands tall as a beacon of innovation and tradition in India’s entertainment industry. Established 47 years ago by the legendary actor Akkineni Nageswara Rao, the studio has constantly evolved to meet the ever-changing demands of filmmaking. Now, under the leadership of Supriya Yarlagadda, the Executive Director, Annapurna Studios has embarked on a groundbreaking journey into the realm of virtual production, setting a new standard for the global film industry.

The inception of this

ambitious venture was spurred by the recognition of the shifting landscape of filmmaking, accelerated by the challenges posed by the COVID-19 pandemic. As Supriya Yarlagadda explains, “The rapid advancement of technology had opened doors to a new era where physical locations were no longer constraints for storytelling. With this realization, Annapurna Studios set out to embrace the future of content creation by incorporating a state-of-the-art virtual production stage, making it the first of its kind in India.”

Partnering with industryleading technical experts

from QUBE, Annapurna Studios embarked on a journey of exploration and innovation. “Having a very strong technical partner in the form of QUBE gave us the confidence to say we can pursue this,” she adds.

Unlike traditional studio setups, virtual production posed unique challenges, requiring a deep understanding of emerging technologies and workflows. With Qube’s expertise and collaborative spirit, Annapurna Studios navigated these uncharted waters, laying the foundation for a revolutionary approach to filmmaking.

Reflecting on her grandfather’s vision, Supriya highlights the studio’s commitment to nurturing talent and giving back to the industry that shaped their legacy. “His approach of giving back, aside from being an actor and entertaining people, was to state, ‘I was not trained.’ I wasn’t educated. It happened

Supriya Yarlagadda Executive Director, Annapurna Studios

to me. This had a good possibility of happening because so many people supported me and I was able to build it. So, how can I use this to build a venue where future generations may work and be trained? So all of this stems from the same thought: I need to give back to the industry that has allowed me to survive and grow.”

Annapurna Studios has evolved into a comprehensive one-stop shop, offering everything from traditional shooting stages to cutting-edge post-production facilities. This holistic approach not only streamlines the filmmaking process but also positions Annapurna Studios as a hub for creativity and collaboration.

The studio’s journey is marked by landmark achievements, including its pivotal role in blockbuster films like “Baahubali” and “Pushpa.” By seamlessly integrating various elements of production, Annapurna Studios has earned a reputation for delivering unparalleled quality on a global scale. The success of these endeavors has instilled a sense of confidence, propelling the studio towards new horizons.

Looking ahead, Annapurna Studios aims to expand its reach beyond the domestic market, tapping into the growing demand for high-quality content worldwide. “We’ve always prioritized catering to our domestic

market, and our facilities are well-utilized by our local talent and productions. However, as India’s economy continues to surge and its global influence grows stronger, we recognize the need to align ourselves with the evolving international landscape,” says Supriya.

With its strategic location and world-class facilities, the studio is poised to attract international talent and investment, further cementing Hyderabad’s status as India’s entertainment capital.

“Our cities today rival any metropolis globally in terms of amenities and infrastructure. We invite filmmakers and creators from around the world to experience the world-class facilities we offer right here in the heart of our bustling urban centers. Moreover, our greatest asset lies in the abundance of skilled manpower available locally. As we adapt and evolve, we’re confident in our ability to meet the demands of a rapidly evolving global marketplace,” she adds.

Annapurna Studios’ foray into virtual production represents a bold step towards redefining the boundaries of filmmaking. Through innovation, collaboration, and a steadfast commitment to excellence, the studio is setting new standards and inspiring generations to come.

ANR VIRTUAL PRODUCTION STAGE LEADS THE WAY IN INDIA

Qube Cinema and Annapurna Studios’s ‘Break Free,’ a groundbreaking film that merges real sets with virtual backgrounds, showcasing the future of filmmaking

A FACILITY WHERE ART AND TECHNOLOGY CAN BLOSSOM TOGETHER INTO A SUCCESSFUL INDUSTRY FOR TODAY AND THE FUTURE

Akkineni Nagarjuna Annapurna Studios

Standing tall as a beacon of creativity in the centre of Hyderabad, where the tradition of Indian cinema continues to flourish, is Annapurna Studios. ANR Virtual Production Stage has taken a revolutionary step towards advancing Indian cinema

In the dynamic landscape of Indian cinema, Annapurna Studios emerges as a pioneering force, blending tradition with innovation to redefine the art of filmmaking. Annapurna Studios has embarked on a visionary journey to introduce the ANR Virtual Production Stage with QUBE, revolutionizing the way films are conceptualized, created, and experienced.

Inspired by groundbreaking technologies witnessed in productions like “The Mandalorian,” the studio recognized the need to embrace virtual production swiftly. With its comprehensive support system and unwavering commitment to excellence, Annapurna Studios empowers filmmakers to transcend physical limitations and unlock new realms of creativity. As the Indian film industry evolves, the ANR Virtual Production Stage stands as a beacon of innovation, promising a future where storytelling knows no bounds.

Embracing Tradition, Embracing Innovation

Founded in 1976 by the legendary actor Akkineni Nageswara Rao, Annapurna Studios has been a cornerstone of the Telugu film industry, fostering a tradition of excellence for decades. With a keen eye for technological advancement, Akkineni Nagarjuna, following in his father’s footsteps, has spearheaded the studio’s evolution, constantly seeking ways to enhance filmmaking processes.

From its humble beginnings to becoming a comprehensive post-production powerhouse in 2007, Annapurna Studios has always been at the forefront of change. However, it was during the pandemic-induced lull in the industry that the seeds of innovation truly began to sprout.

The Genesis of ANR Virtual Production Stage

As the world grappled with the challenges of the pandemic, Rao and his team saw an opportunity to revolutionize the

Akkineni Nagarjuna Annapurna Studios

Virtual production enables the creative mind to imagine without limit and then create it

filmmaking landscape. Inspired by the groundbreaking technology showcased in productions like “The Mandalorian,” they envisioned a virtual production stage that could bring any filmmaker’s vision to life with unparalleled ease and efficiency.

Driven by the vision to offer filmmakers a seamless blend of tradition and innovation, C V Rao, Chief Technology Officer, Annapurna Studios and his team embarked on a meticulous journey to bring ANR Virtual Production Stage to fruition. Partnering with QUBE Cinema, Annapurna Studios meticulously curated the technology stack, ensuring that every aspect of the stage was tailored to meet the diverse needs of Indian filmmakers.

The Promise of Virtual Production

With the ANR Virtual Production Stage, filmmakers now have the power to create cinematic marvels like never before. By

Jayendra Panchapakesan Co-founder, Qube Cinema

Virtual production is the next big paradigm shift in content production, and we are thrilled to be leading this transformation

harnessing the capabilities of Unreal Engine and cutting-edge LED technology, the stage transcends physical limitations,

allowing filmmakers to craft immersive worlds that were once confined to the realms of imagination.

But the true beauty of virtual production lies in its ability to democratize creativity. Whether it’s recreating exotic locales, capturing breathtaking sunsets, or conjuring surreal landscapes, the stage empowers filmmakers to realize their vision with unparalleled precision and efficiency.

Guiding Filmmakers into the Future

Yet, with innovation comes responsibility. As Rao emphasizes, the key lies in guiding filmmakers to leverage virtual production effectively. Through meticulous script analysis and technical consultation, Annapurna Studios ensures that every filmmaker embarking on the virtual production journey does so with clarity and purpose.

ANR VIRTUAL PRODUCTION STAGE AND ITS IMPACT ON INDIAN FILMMAKING

Tradition meets Innovation: Annapurna Studios, with its rich legacy in the Indian film industry, embraces innovation while honoring traditional filmmaking practices.

Inspired by Mandalorian: The concept of the virtual production stage was born out of the studio’s observation of groundbreaking technologies showcased in productions like “The Mandalorian,” highlighting the need for adaptation and evolution in the industry.

Empowering Filmmakers: The ANR Virtual Production Stage empowers filmmakers to bring their visions to life with unparalleled ease and efficiency, transcending physical limitations and unlocking new realms of creativity.

Comprehensive Support: Annapurna Studios offers comprehensive support at every stage of the filmmaking process, from pre-visualization to post-production, ensuring that filmmakers embark on the virtual production journey with clarity and purpose.

Democratizing Creativity: Virtual production democratizes creativity by offering filmmakers the tools to recreate

exotic locales, capture breathtaking moments, and craft immersive worlds that were once confined to imagination.

Guiding Innovation: Through meticulous script analysis and technical consultation, Annapurna Studios guides filmmakers to leverage virtual production effectively, ensuring that every project is executed with precision and purpose.

Shaping the Future: ANR Virtual Production Stage stands as a beacon of innovation, shaping the future of Indian cinema and ushering in a new era of storytelling on a global scale.

Limitless Imagination: With the stage’s capabilities, the boundaries of imagination are limitless, providing Indian filmmakers with the platform to redefine storytelling and leave an indelible mark on the cinematic landscape.

Promise of Excellence: As Annapurna Studios continues to push the boundaries of innovation, the promise of excellence in Indian filmmaking shines brighter than ever before, with the best yet to come for the industry.

From pre-visualization to postproduction, the studio offers comprehensive support at every stage of the filmmaking process. With a team of seasoned professionals and stateof-the-art facilities at their disposal, filmmakers can explore new frontiers of storytelling with confidence and conviction.

Shaping the Future of Indian Cinema

As Indian cinema embarks on a new era of storytelling, ANR Virtual Production Stage stands as a testament to the industry’s resilience and adaptability. By embracing innovation and tradition in equal measure, Annapurna Studios is not just shaping the future of Indian cinema but ushering in a renaissance of creativity and expression.

With ANR Virtual Production Stage, the boundaries of imagination are limitless, and the stage is set for Indian filmmakers to redefine storytelling on a global scale. As Rao and his team continue to push the boundaries of innovation, one thing is certain – the best is yet to come for Indian cinema.

C V Rao Chief Technology Officer Annapurna Studios

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-ofthe-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.

When digital cinema or VFX came to market, filmmakers got a lot of freedom. The same holds true for virtual production

Rajesh Ramachandran, Chief Technology Officer & President at Qube Cinema

QUBE CINEMA CHOOSING A PATH TO INNOVATION & EXCELLENCE

From its inception as a production and post-production services company to its current role as a pioneer in virtual production, Qube Cinema has undergone significant transformations. In this interview with Rajesh Ramachandran, Chief Technology Officer & President at Qube Cinema, unravel the key milestones and pivotal moments that have shaped Qube Cinema’s trajectory and its vision for the future. Building on its legacy of innovation, Qube Cinema has now introduced the Qube ANR Virtual Production Stage and Virtual Art Development (VAD) services. These cutting-edge technologies empower filmmakers to explore new creative possibilities in virtual production, further cementing Qube Cinema’s position as a leader in the field of cinematic innovation. A Chat with Pickle

Can you walk us through Qube Cinema’s journey and how it has evolved over the years?

Qube Cinema’s journey can be delineated into three key phases. Initially, founded by Senthil and Jayendra, we began as a creative services entity focusing on production and post-production services. In phase two, we pivoted towards embracing technology, which became integral to our identity. This shift allowed us to revolutionize the Indian media landscape by facilitating the adoption of innovative technologies, exemplified by our transition to AVID & DTS and robust technology marketing initiatives. The culmination occurred in phase three, with the birth of Qube. Here, we evolved from facilitators to creators, developing proprietary products and technologies in alignment with the burgeoning relevance of digital cinema. The emergence of highquality LEDs further transformed production settings, validating our commitment to

innovation.

The pandemic in 2020 prompted introspection, leading us to rediscover our passion for storytelling. This revelation redirected our focus towards empowering storytellers with higher quality and more accessible methods, transcending digital cinema and post-production to embrace the essence of storytelling itself.

What prompted Qube Cinema’s interest in virtual production, and how does it align with the company’s vision?

Recognizing the potential of virtual production to revolutionize filmmaking, we actively pursued partnerships in this realm. A joint venture with Annapurna Studios marked our entry into this space, driven by a surge in industry interest, particularly amid pandemic challenges. Despite our focus on virtual production with LEDs and in-camera VFX, the high capital investment required

THE TRANSITION TO VIRTUAL PRODUCTION HAS BEEN GRADUAL, BUT THERE’S A GROWING RECOGNITION OF ITS BENEFITS. FILMMAKERS NOW UNDERSTAND THE VALUE OF EXTENSIVE PRE-PRODUCTION PLANNING, WHICH CAN ENHANCE EFFICIENCY AND CREATIVE FREEDOM

for studio setups poses challenges. Nonetheless, we remain dedicated to driving innovation and accessibility in storytelling, navigating the evolving landscape of virtual production with commitment and expertise.

While virtual production presents immense opportunities, it also poses significant challenges. As the industry navigates this evolving landscape, we remain committed to driving innovation and accessibility in storytelling, leveraging our expertise and insights to shape the future of production.

Can you tell us more about Qube Cinema’s collaboration with Annapurna Studios and its significance in the realm of virtual production?

Virtual production serves as a valuable addition to traditional filmmaking methods, enhancing the overall workflow within studios like Annapurna. Its flexible capabilities shine in tasks like capturing pickup shots and refining performances post-editing. However, for virtual production to thrive in India, a shift in mindset and discipline is essential.

The industry’s historical lack of extensive

pre-planning poses a challenge in adopting virtual production, which relies on meticulous pre-production. Additionally, busy schedules hinder thorough planning efforts. Overcoming these obstacles requires not only educating the industry on virtual production benefits but also creating support systems to streamline pre-production processes. By fostering a culture of disciplined planning, filmmakers can fully leverage the potential of virtual production technologies.

What role does Virtual Art Development (VAD) play in Qube Cinema’s virtual production initiatives?

Our Virtual Art Development (VAD) service caters to both educational and professional needs, offering comprehensive solutions for mid-range production houses and beyond. VAD focuses on creating stageready assets for seamless integration into productions. For educational purposes, we provide resources and training to empower production houses nationwide in leveraging virtual production techniques effectively. Our primary focus is delivering professionalgrade services to filmmakers, employing generative AI in script development to create pitch books and collaborating closely to develop pre-visualizations and technical visualizations. We optimize assets for performance and quality, ensuring seamless integration into the virtual production environment. Our expertise in tech visualization allows filmmakers to simulate camera movements and lens choices, enhancing efficiency on set and fostering creativity.

Despite the extensive planning involved, we offer flexibility, providing services from pre-visualization to lighting preparation to accommodate diverse client needs. Our goal is to provide filmmakers with the tools and support necessary to bring their creative visions to life, driving innovation and excellence in virtual production.

Do you think big industry players will soon be interested in this?

Industry players are increasingly interested in virtual production, recognizing its potential to revolutionize filmmaking. Major studios and production houses are expected to embrace it more extensively in the coming

year, driven by leaders’ willingness to invest in exploring its possibilities.

The transition to virtual production has been gradual, but there’s a growing recognition of its benefits. Filmmakers now understand the value of extensive pre-production planning, which can enhance efficiency and creative freedom.

While early adoption was seen in commercials and short-form content, interest is growing among filmmakers working on full-length projects. Discussions with prominent figures in the industry suggest optimism for widespread adoption. Adopting virtual production involves collaborative efforts among stakeholders, with a thorough script analysis guiding decision-making. Key decision-makers, including the director, DOP, production designer, and VFX supervisor, must align in their approach.

Ultimately, embracing virtual production represents a paradigm shift in filmmaking, unlocking unprecedented creativity and efficiency through pre-production planning and new technologies.

What are the key benefits of virtual production, and how do you see it shaping the future of filmmaking?

Costs associated with virtual production may initially increase before efficiencies are

realized, but it’s crucial to consider longterm benefits. Virtual production offers enhanced performance quality and realtime visualization, reducing post-production needs.

Comparing costs with traditional VFX can be misleading; virtual production provides greater control over composition. While immediate affordability may not improve, AI integration and hybrid methods will drive evolution.

Smaller, agile virtual production stages are gaining traction globally, with India poised to become a hub. Initiatives like incentives and co-production agreements can further support growth.

While immediate cost implications may not be negligible, virtual production offers longterm benefits in creative freedom, efficiency, and cost-effectiveness, promising a bright future for filmmaking.

So, in this process do you think that location will not be as important as it is considered today?

No, I don’t believe that locations will become obsolete in the filmmaking process, but the necessity to physically go to these locations may decrease. For instance, in Hollywood productions, drone shots are often simulated on stage due to the logistical challenges and costs associated

with shooting in real-world locations like Manhattan. This shift doesn’t eliminate the importance of locations but rather changes how they are utilized in the filmmaking process.

The quality of virtual production is crucial for its success and widespread adoption. While there are no global standards in place yet, ensuring high-quality virtual production is essential. The biggest threat to virtual production is not another technology but rather poor execution. Production designers play a critical role in this process, as they need to embrace virtual production as a tool and explore how it can enhance their craft. By integrating virtual elements seamlessly with physical sets, production designers can achieve the best results, as seen in examples like the Breakfree project you mentioned, where the marriage between set construction and virtual design creates compelling visuals.

How do you see AI and other technological advancements influencing the future of virtual production?

Today, the limitation on the size of virtual production walls is primarily due to the need for realistic visual representations. The goal is to create environments that look authentic through the camera lens, mimicking real locations convincingly. However, advancements in technology, particularly in AI, are beginning to address some of these challenges.

AI plays a significant role in various aspects of virtual production. For instance, generative AI can be utilized to generate

initial environments, providing a starting point for further refinement. Additionally, segmentation techniques are improving, allowing for more precise isolation of elements within a scene. This means that even if someone needs to be removed from a shot or certain elements need to be altered, the segmentation process can be more accurate and efficient.

While the current quality of segmentation and layering techniques is already impressive, there is still room for improvement. As technology continues to advance, we can expect these techniques to become even more refined, leading to higher-quality virtual production environments.

There have been significant improvements in virtual production capabilities since the days of Mandalorian. While shows like Mandalorian set a high standard for visual effects and virtual environments, the focus was often on creating fantastical or science fiction settings.

In contrast, for productions aiming for photo-realism, such as those depicting realworld locations like the Indian Parliament or natural landscapes, the challenges are different but equally demanding. However, advancements in virtual production technology have indeed facilitated the creation of more realistic and detailed environments.

For example, there are now highly accurate virtual renderings of Indian locations and foliage, allowing for seamless integration of actors and scenes into these environments. This improvement in photorealistic rendering enhances the overall quality of virtual production shoots, making them more convincing and immersive for viewers.

What is your advice to young people getting into virtual production?

My advice to young people entering the field of virtual production is to embrace the opportunities it presents and focus on honing their storytelling skills. Unlike previous generations, today’s newcomers have the advantage of starting with a clean slate, without the need to unlearn outdated techniques.

Virtual production enables filmmakers to bring their visions to life directly on a computer, with the added benefit of incorporating human performance and photorealism on stage. This creates a new discipline where filmmakers can seamlessly blend digital elements with real-world performances.

For those learning this new approach, they essentially have the entire filmmaking process at their fingertips. They can visualize and plan every aspect of their movie, from camera blocking to actor performances, all within a digital environment. This allows them to focus more on the story they want to tell and the quality of the performances, rather than getting bogged down by technical details.

Therefore, my advice would be for aspiring filmmakers to embrace this new mode of storytelling, focusing on the narrative and the art of filmmaking, while leveraging technology to enhance their creative vision. By doing so, they can fully harness the potential of virtual production to bring their stories to life in innovative and compelling ways.

Do you believe that the segment of festival films, known for their meticulous planning and disciplined approach, will embrace virtual production?

Certainly, festival films, with their disciplined approach to pre-production and efficient use of resources, are well-suited for virtual production. By leveraging this technology, they can optimize their on-stage time and minimize costs, making it a valuable tool for independent filmmakers. As more works of this nature adopt virtual production methods, economies of scale will come into play, further driving down costs and increasing accessibility.

GENERATIVE AI CAN BE UTILIZED TO GENERATE INITIAL ENVIRONMENTS, PROVIDING A STARTING POINT FOR FURTHER REFINEMENT. ADDITIONALLY, SEGMENTATION TECHNIQUES ARE IMPROVING, ALLOWING FOR MORE PRECISE ISOLATION OF ELEMENTS WITHIN A SCENE

At Qube, our aim is to support and encourage smaller productions to utilize our services. We’re committed to providing solutions that meet the unique needs of filmmakers, and we anticipate seeing more innovation and advancements in virtual production technology in the near future. We’re actively collaborating with leading hardware providers to develop costeffective solutions tailored to the Indian market, ensuring that filmmakers have access to the tools they need to bring their visions to life efficiently and effectively.

You’ve paved the way for digital cinema, but does that mean we can replicate the same success in virtual production?

The key is recognizing our role in this evolving landscape. As we move forward, we’re not just embracing virtual production; we’re also integrating AI into our processes. Through QUBE Studios, our aim is to democratize virtual production, making it accessible to all. This has been our focus for the past couple of years, and it remains our aspiration moving forward.

INDIA@NABSHOW 2024

VIRTUAL PRODUCTION CREATING IN INDIA FOR THE WORLD

In a market hungry for high-efficiency and high-value solutions, India presents an ideal opportunity for the adoption of Virtual Production, a disruptive filmmaking workflow primed to revolutionise the industry. Leading the charge in embracing this cutting-edge technology is Whistling Woods International (WWI).

By Chaitanya Chinchlikar, Chief Technology Officer, Whistling Woods International

India’s cinematic landscape is a tapestry woven with diverse narratives, vibrant visuals, and a billion-strong audience eagerly awaiting each new spectacle. In 2023 alone, over 5000 hours of original theatrical and OTT content, coupled with nearly 200,000 hours of original TV programming, captivated the screens of over 1 billion viewers across the nation. This monumental feat, achieved across 900 channels and a staggering 750 million screens, underscores India’s position as a cinematic powerhouse.

Yet, amidst this thriving industry lies a paradoxical reality. Being an emerging

economy with a per-capita income under $3000, India has an incredibly pricesensitive market. With an average ticket price of $1.7 and the world’s lowest mobile data costs, the constraints of afford ability shape production budgets. Even the most ambitious Indian film to date has not surpassed $50 million in production costs.

However, within this confluence of economic constraints and cultural richness lies an untapped wellspring of potential. India’s rich tapestry of cultural heritage, steeped in centuries of history and mythos, presents a canvas ripe for cinematic exploration. The epic scale

NAB SHOW 2024

APRIL 15 | 12:15 PM - 12:45 PM PST

SU4087 CREATE ZONE THEATRE

A CASE STUDY ON PROBLEM-SOLVING INNOVATIONS IN VIRTUAL PRODUCTION WORKFLOWS BY CHAITANYA CHINCHLIKAR AND VIVEK KANDASAMY: THE EMERGING MEDIA LAB AT WHISTLING WOODS INTERNATIONAL, A LEADING FILM SCHOOL IN INDIA, WILL DEMO A NEW METADATA TRANSFER PROTOCOL AND CUTTINGEDGE HARDWARE AND SOFTWARE TO SEAMLESSLY INCORPORATE EXTERNAL HARDWARE AND WORKFLOWS

Chaitanya Chinchlikar Chief Technology Officer Whistling Woods International

Virtual Production promises to add great value to filmmaking by broadening the spectrum of the filmmakers’ imagination, now that they know that, with robust planning & preparation, almost anything is filmable. I am thrilled that my institute - Whistling Woods International, through the Emerging Media Lab, is pioneering the education of Virtual Production in the Indian Filmed Entertainment industry

Subhash Ghai Chairman, Mukta Arts Ltd. Founder & Chairman, Whistling Woods International

and visual splendour of narratives from India’s past rival those of the Marvel Cinematic Universe and the Lord of the Rings franchise. With a burgeoning community of imaginative filmmakers, this cultural wealth holds the promise of shaping the next century of global entertainment.

Enter Virtual Production, a transformative filmmaking workflow poised to revolutionise the industry. In a market hungry for high-efficiency and high-value solutions, India stands as a fertile ground for its adoption. Amidst this backdrop, Whistling Woods International (WWI), a leading institution for film education, has emerged as a pioneer in embracing this cutting-edge technology.

Whistling Woods International has supported its Virtual Production Program Lead and film engineer - Vivek Kandasamy and his company Film Engineers to develop groundbreaking technologies that are set to alter Virtual Production. Film Engineers has developed Portal Beam, Portal Tracker and camera, lens, treadmill and turntable encoders, based on Kandasamy’s expertise, at the Whistling Woods Emerging Media Lab. Portal Beam is a cutting-edge metadata transfer protocol, developed to improve the accuracy and latency of multiple constituents of the virtual production pipeline. Portal Tracker is a novel camera tracking technology that smoothly combines actual camera motions with the virtual camera. These products incorporate cutting-edge technologies including lens metadata encoders and motion

capture capabilities, not to mention treadmill & turn-table encoders.

This collaboration resulted in not only unique advancements, but also a strong platform for filmmakers to improve their craft. With an emphasis on pushing technological boundaries and connecting academia and industry, these products offer a huge step forward in Virtual Production capabilities, putting India at the forefront of global innovation. Nestled within Mumbai’s sprawling Filmcity, WWI has cultivated a legacy of excellence since its inception 18 years ago. Founded by esteemed filmmaker Subhash Ghai, WWI stands as India’s premier institute for Film, Communication, and Creative Arts. With a steadfast belief in the transformative power of technology, WWI has forged strategic partnerships with global industry leaders, from Apple to Sony, to pioneer the integration of emerging media into its curriculum.

Whistling Woods Virtual Production Journey

Our journey into Virtual Production began earnestly in 2019, with a vision to propel WWI to the forefront of this revolution. Collaborating with organisations like SMPTE, WWI played a pivotal role in standardising Virtual Production practices globally. As a founding member of SMPTE’s On-Set Virtual Production Rapid Industry Solution, WWI aims to accelerate the spread of best practices in Virtual Production.

Founded by esteemed filmmaker Subhash Ghai, Whistling Woods International stands as India’s premier institute for Film, Communication, and Creative Arts in Mumbai

Our approach transcends mere technological adoption; it embodies a holistic understanding of the immersive industry’s evolution. Through a comprehensive curriculum, we empower students and industry professionals to navigate this new frontier.

Understanding the distinct Virtual Production workflows—from all-CG Virtual Production, on-set Virtual Production & in-camera VFX—is crucial. We break down these workflows into elements ranging from script breakdown, virtual Art department, lighting, colour & real-time world replacement, empowering individuals to grasp intricate processes.

We emphasise the interconnectedness of Virtual Production within the immersive ecosystem, reframing the process as ‘capturing data’ rather than ‘shooting video’. This conceptual shift facilitates deeper comprehension of the VP workflow.

COLLABORATING WITH ORGANISATIONS LIKE SMPTE, WWI PLAYED A PIVOTAL ROLE IN STANDARDISING VIRTUAL PRODUCTION PRACTICES GLOBALLY.

AS A FOUNDING MEMBER OF SMPTE’S ON-SET VIRTUAL PRODUCTION RAPID INDUSTRY SOLUTION, WWI AIMS TO ACCELERATE THE SPREAD OF BEST PRACTICES IN VIRTUAL PRODUCTION

Specialised courses and workshops equip aspiring filmmakers and industry professionals with practical insights, bridging the gap between theory and practice. Our goal is to cultivate a new generation proficient in Virtual Production, driving innovation in the Indian film industry.

However, we must navigate the potential pitfalls of overuse of Virtual Production. Filmmakers must make careful decisions, leveraging Virtual Production where appropriate, rather than as a one-sizefits-all solution.

To address this challenge, WWI has developed a decision-making support tool — a flowchart guiding filmmakers in selecting the appropriate workflow for each scene. This empowers informed choices, optimising efficiency and creativity while avoiding unnecessary complications.

As we usher in India’s inaugural cohort of Virtual Production-equipped filmmakers, we look ahead to a future where innovation and creativity propel our industry to new heights. Through education, collaboration, and strategic foresight, WWI aims to redefine the Indian film industry for the global stage.

We’re positioning India as a leader in film technology at NAB SHOW 2024 INDIA@NAB

VIVEK KANDASAMY A QUEST TO REDEFINE FILMMAKING

Founder, Film Engineers

Vivek Kandasamy’s drive to innovation goes beyond product development at Film Engineers, a Film-Tech Startup. Vivek is also the Programme Lead for Virtual Production at Whistling Woods International, where he helps shape the future generation of filmmakers. Film Engineers collaborated with Whistling Woods International’s Emerging Media Lab to create awareness & provide education built around ground-breaking homegrown virtual production tools. These tools aim to streamline virtual production, making it more accessible and efficient and will be pitched at NAB

SHOW 2024, Las Vegas

What has been your experience attending NAB Show?

Attending the NAB Show has been profoundly enriching for both our team and myself. The opportunity to engage with the latest in broadcasting and multimedia technology has not only broadened our horizons but also provided us with invaluable insights into emerging trends. The show serves as a hub for innovation, allowing us to network with industry leaders, learn from pioneers, and gain a clear view of the evolving film technology landscape. This has significantly influenced our approach to virtual production, enabling us to integrate cutting-edge solutions into our offerings.

What made you start Film Engineers, and what is its vision?

The inception of Film Engineers was driven by a passion for filmmaking and a recognition of the technological gaps in the existing production process. Our vision is to revolutionize the filmmaking landscape by integrating innovative technology solutions that simplify and enhance the creative process. We aim to empower filmmakers with tools that

offer unparalleled flexibility, efficiency, and creativity in bringing their visions to life.

What is the objective of Film Engineers? How have you been able to bridge creativity and technology?

The primary objective of Film Engineers is to create a seamless symbiosis between technology and the creative process in filmmaking. We’ve achieved this by developing tools and solutions that are intuitive and enhance creative freedom, rather than imposing technical constraints. Our products are designed with the filmmaker’s creative process in mind, ensuring technology serves as a catalyst for creativity, not a barrier.

How did you get into the virtual production part of the filmmaking process?

Our foray into virtual production stemmed from a keen interest in exploring how emerging technologies could solve traditional filmmaking challenges. Recognizing the potential of virtual production to transform set design, location shooting, and visual

effects, we dedicated ourselves to mastering and innovating within this space. Our commitment to research and development in virtual production technologies has allowed us to become pioneers in this area.

Could you talk about the products? How will this be a gamechanger in the virtual production process? What are the advantages?

The Portal Camera Tracker, Stage Encoder and all our products developed under the Portal Ecosystem are gamechangers in virtual production by offering unprecedented precision, flexibility, and efficiency. These tools reduce the time and cost associated with traditional set and location shoots, enable real-time visual effects and set changes, and enhance creative possibilities. Their intuitive design & automated workflows ensure they can be easily integrated into existing production workflows with minimal inputs, making advanced virtual production techniques accessible to a wider range of filmmakers.

It is a great initiative for India as we have very few products for the global market in the entertainment technology space.

Absolutely, these innovations represent a significant milestone for India in the global entertainment technology landscape. By developing and exporting high-quality, innovative products, we’re positioning India as a leader in film technology. This not only showcases Indian ingenuity but also contributes to the growth and diversification of the global entertainment technology sector.

What exciting plans do you have for innovation and product development?

Looking ahead, we’re focused on further pushing the boundaries of the filmmaking process itself. This includes developing AI-driven solutions to automate certain aspects of the filmmaking process, enhancing the realism of virtual environments, and exploring new

applications for our technology in other areas of content creation. We’re also committed to fostering a culture of innovation within our team, encouraging ongoing research, experimentation, and collaboration with industry partners.

Could you share your experience with filmmaking technology, as well as where India is headed and the future opportunities for technology in entertainment?

The intersection of filmmaking and technology is an exciting frontier with endless possibilities. India is uniquely positioned to play a pivotal role in this evolution, thanks to its rich storytelling tradition, technical expertise, and vibrant entertainment industry. The scope for technology in entertainment is vast, ranging from enhanced storytelling tools to entirely new forms of content consumption. As technology continues to evolve, I anticipate India will not only adapt to these changes but also lead innovation in several key areas.

Dive into the future of filmmaking, made in India for the world. Team Whistling Woods Emerging Media Lab and Film Engineers

Who has been the biggest influencer for you in this journey?

Throughout this journey, the biggest influencer has been the collective wisdom and pioneering spirit of the global filmmaking community. From industry veterans to independent filmmakers who continually push the limits of creativity and technology, their resilience, innovation, and passion have been a constant source of inspiration and motivation.

How has tech as a passion influenced you towards innovation?

Sprouting from my science-fiction interests, my passion for technology has been the driving force behind my pursuit of innovation. It has instilled in me a relentless curiosity and a desire to challenge the status quo, leading to the development of solutions that not only address current challenges but also anticipate future trends. This

passion has guided our mission at Film Engineers, propelling us toward creating tools that empower creators to realize their artistic visions without technical limitations.

How has academia (your involvement in Whistling Woods) and innovation in product (development) shape your thinking process?

My involvement with Whistling Woods has significantly influenced my approach to product development, fostering a comprehensive view that blends academic insights with industry demands. It highlights the crucial roles of research, education, and practical application in innovation, underlining the need for solutions that are both innovative and applicable to real-world filmmaking. Engaging with young minds and students at Whistling Woods has inspired outof-the-box thinking, further enriching our development process with fresh, unconventional ideas.

UNLEASHING NEXT GEN VIRTUAL PRODUCTION 3.0

A number of core ideas are in a position to influence the direction the industry takes. These ideas, which emphasize the value of inclusivity and accessibility in thecreativeprocess,sumupavisionfordemocratizing technology to empower creators everywhere. By Ravindra Velhal, Director-Global Content Technology andStandards,Intel

As I stood on stage at the International Broadcasting Conference in Amsterdam, sharing insights alongside Eric Weaver, Director of the Entertainment Technology Center at USC, I couldn’t help but feel the weight of responsibility. The conversation delved into the future of filmmaking using Virtual Production, a realm I’ve long been passionate about. In that moment, I laid out a vision for what I termed Virtual Production 3.0, reflecting on my journey in pioneering immersive volumetric production well before it became mainstream.

Virtual Production

1.0: A Prelude to Innovation

My journey into the world of immersive storytelling began with a groundbreaking project: the volumetric production of the iconic Grease song “You’re the One That I Want” with Paramount Pictures at Intel Studios. This endeavor marked the birth of a new era in filmmaking, capturing every nuance in a staggering 5 trillion pixels capturing whatever light can see. Later, I led co-creation of the award-winning Sony Innovation Studios, a

venture that aimed to merge technology with storytelling, setting the stage for future collaborations in digital set acquisitions and beyond.

June 7, 2018, marked a pivotal moment in the entertainment industry with the establishment of Sony Pictures Entertainment’s Innovation Studios. This state-of-the-art facility, nestled in Culver City, became a beacon of innovation, blending cutting-edge technology with the art of storytelling. Spearheaded by Glenn Gainor, President of Innovation Studios that time, the venture promised

Ravindra Velhal, Director-Global Content Technology and Standards, Intel

Advanced Volumetric human scan by Meetmo.io at NAB 2023

to revolutionize content creation across various mediums. Collaborations with industry giants like Dell, Deloitte Digital, and Intel Corporation further amplified its potential, transcending entertainment to impact industries such as medicine, retail, gaming and education.

Virtual Production 2.0: A Response to Adversity

The onset of the pandemic accelerated the adoption of virtual production, reshaping the media landscape. Disney’s Mandalorian emerged as a game-changer, showcasing the transformative power of technology in storytelling. Globally, studios embraced this new Virtual Production paradigm. Now with India’s Annapurna Studio and Qube Cinema launching cutting-edge virtual production stages and notably, the viral Air India ad demonstrated the seamless integration of technology and culture, underscoring the magic of virtual production in captivating audiences worldwide.

Virtual Production 3.0: Charting the Course Forward

In terms of Virtual Production 3.0, there are a set of fundamental principles poised to shape the industry’s trajectory. These principles encapsulate a vision for democratizing technology to empower creators worldwide, emphasizing the importance of accessibility and inclusivity in the creative process. Furthermore, the pursuit of lifelike immersion through advancements in resolution and color

gamut stands as a cornerstone, promising to elevate the viewer experience to unprecedented heights. Technical refinements aimed at minimizing artifacts and optimizing production quality underscore a commitment to excellence, ensuring that every frame meets the highest standards of craftsmanship. Leveraging real-time processes and artificial intelligence offers a pathway to seamless integration, enabling creators to bring their visions to life with unprecedented efficiency and precision. Standardizing metadata and workflows streamlines production pipelines, fostering collaboration and efficiency across the board. The expanded use of in-camera VFX enhances realism and efficiency, blurring the lines between the physical and digital realms.

Implementing IP-based media workflows ensures enhanced security and accessibility, safeguarding valuable assets and facilitating seamless collaboration. Finally, embracing cloud-to-edge workflows paves the way for streamlined production processes across all stages, from pre-production to post-production and beyond. In embracing these principles, we usher in a new era of creativity, one defined by boundless possibilities and limitless potential.

As we embark on this journey into Virtual Production 3.0, I am filled with optimism for the future of storytelling. Through collaboration, innovation, and a relentless pursuit of excellence, we have the opportunity to redefine the boundaries of creativity and captivate audiences in ways previously unimaginable. Together, let us embrace the transformative power of technology and usher in a new era of immersive storytelling.

Sony presenting advanced virtual production tech at NAB 2023

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