The new frontier of virtual production
Virtual production is no longer the industry’s shiny new toy. Of course, landmark productions such as Disney’s The Mandalorian (below) helped put virtual production on the map, demonstrating the creative possibilities of combining LED volumes, real-time rendering and in-camera visual effects – all thanks to ILM’s pioneering efforts. But the conversation has now moved onto what happens to studios competing for productions when practically everyone can offer this.
Across the UK and internationally, a growing number of facilities, technology providers and production partners are also entering the virtual production market. For businesses operating in the space, this creates a new challenge. Owning a virtual production stage is no longer enough to stand out.
With its accelerated adoption, we’re now seeing VP enter a new phase of maturity where there’s more emphasis on competition, specialisation and differentiation.
For years, much of the industry was fixated on the resources that the technology itself warranted; bigger stages, brighter LED walls and more sophisticated rendering engines. But these tools have become more accessible and now, the competitive advantage sits elsewhere, and the calling card lies in studios’ positioning and visibility.
Talent is one example. Successful virtual production sits at the intersection of filmmaking, VFX, gaming technology and live production – demanding new workflows, new skillsets and closer collaboration between departments that might have traditionally operated independently. While investment in training is growing, the demand for experienced practitioners is strong and, in many cases, outpaces the supply.
Having a team with strong expertise in place may prove as valuable an asset as the infrastructure itself. Showcasing them in the industry execs and decision maker space with thought leadership – panels, podcasts, features, interviews – can draw in producers debating where they locate their next feature or series.
Pioneering new workflows
Defining the unique credits that sit behind the studio can also help differentiate. That could mean promoting a specialism in premium scripted content. It could mean creating solutions tailored to independent filmmakers, commercials, sport or live events. It could mean pioneering new workflows that remove cost and complexity from the production process. Whatever the route, a clear proposition rather than access to the technology alone could be a key lever for virtual production’s longevity.
At the same time, some of the most significant innovations may be happening away from the virtual production stages themselves.
Advances in AI-assisted pre-visualisation, real-time asset creation, cloud-based collaboration and remote production workflows are beginning to reshape how projects are planned, produced and delivered.
As these technologies mature, virtual production will become more about connected tech ecosystems that enable creative teams to work faster, smarter and more efficiently. In many ways, this is the clearest sign that virtual production has come of age in terms of how it sits more broadly in an industry with a disappearing middle market that is crying out for efficient filmmaking.
The industry’s focus is shifting away from the availability of the technology itself as producers seek out partners who can be more than just a dry hire – to also solve creative, logistical and commercial challenges. They’re looking for expertise, reliability and innovation.
As the market becomes more crowded, the companies shaping virtual production’s future will be the ones that can articulate the value it brings and the strongest stories that it can tell.
IMAGES (from top): Jack Delulio, Gabriel Avalos, Hao Rui
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