LG Electronics announced on the 6th that it has opened a virtual production studio built with the ultra-high-definition micro light-emitting diode (LED) signage 'LG Magnit' at its North American headquarters in New Jersey.
Virtual production is a facility that implements various backgrounds necessary for video content production through large LED screens, creating a virtual shooting background as if it were in a real location.
The LG Electronics virtual production studio is equipped with an LG Magnit measuring 7.2 meters wide and 2.7 meters high. LG Magnit is a self-luminous display with micro LEDs thinner than a human hair, below 100㎛ (micrometers), that emits light and color by itself.
It supports HDR technology, which meticulously analyzes dark and bright areas to create detailed images that resemble what the human eye sees, with a pixel pitch of 1.5mm.
The screen is composed using a modular stacking method to create a large-scale signage, with a simple locking mechanism that connects the screens like assembling blocks. This method allows for installation tailored to various studio structures and shooting concepts, optimizing it for virtual production.
The virtual production studio is jointly operated by LG Electronics' North America division and LG Group's advertising subsidiary HSAD. Utilizing virtual production can reduce the need for physical set construction and location shooting. Additionally, it can decrease content production time and expenses compared to the chroma key technique of applying computer graphics (CG) to footage shot against a green background, while also enhancing the actor's immersion.
Recently, LG Electronics shot a promotional video for its new wireless earphones 'XBoom Buzz' at the virtual production studio. The promotional video, featuring the New York subway as a backdrop, was created using digitally implemented backgrounds in the studio instead of actual locations. This approach reduced filming permit procedures, equipment movement, and potential inconveniences for citizens during shooting, while also saving resources and expenses needed for set construction. The filming schedule was also significantly shortened.
According to market research firm Grand View Research, the global virtual production market is expected to grow at an average annual rate of 17.8%, reaching $6.79 billion by 2030. LG Electronics plans to actively target the virtual production market, which is gaining attention for its high growth potential in the commercial display industry, by promoting LG Magnit.
Jung Gyu-hwang, vice president and head of LG Electronics North America, noted, 'We will present a new paradigm for the global virtual production market by leading with the display technology of LG Magnit.'