Milan, 1 July 2024 - Against the backdrop of the transformation of the media sector linked to the meeting of physical and virtual audiovisual production scenarios, Sony and Movie People have established a partnership aimed at integrating cutting-edge technologies with the most advanced industry expertise. 

The prestigious ultra-modern Virtual Production project will be realised in the Movie People production studios in Viale Berbera in Milan, with the aim of creating a centre of excellence for film, advertising and television productions, offering creatives state-of-the-art techniques for enriching visual narrative. 

At the heart of the project will be the Sony Crystal-LED VERONA, consisting of 280 Display Cabinets with a pixel pitch of 1.56 mm, to create a 'main volume' operating space of around 70 square metres. The LED-Wall will also be complemented by the ceiling panel with mobile structure, and equipped with a pixel pitch of 2.31 mm, to support the ideal setting and the construction of uncompromising lighting scenarios. ​ ​ ​ ​ ​ ​ 

The equipment is enriched with two mobile LED-Panels measuring 3x2 m with a pixel pitch of 1.56 mm useful for multiple applications such as: Tabletop, Packshots, Animation and Window back picture. 

In a virtual production, visual development is managed through a complex setting process and in this sense Sony, also through the feedback of Movie People experts, has made available exclusive tools, such as: Virtual Production Tool set and Colour Calibrator, which are fundamental for setting up the cameras in the pre-production phase to the benefit of production time and studio commitment costs. 

The strengths Movie People has identified about VERONA: 

Movie People, in its prestigious position as a film rental company for shooting systems, has a wide range of VENICE and VENICE2 full frame cameras with VENICE Extension System, which offer Cinematographers the best dynamic and colour matching with the VERONA screen. 

In addition, the aim is to use the supplied motion control systems (Technodolly and Bolt_X) and the other motorised camera supports developed in-house to move from pre-production to production days with maximum efficiency. Undoubtedly, the advantage in this respect will be the pre-calibration of the entire lens park. ​ 

"Movie People has always been committed to innovation in order to maintain the best service offering for our customers, and with Sony we have found an excellent partner capable of combining cutting-edge technology with design skills that guarantee the best integration in the complete Virtual Production solution," said Mario Maronati, president and founder, Movie People. "We have been working with Sony for over twenty years and our relationship has always been one of trust. It was precisely this element that guided us to choose the C-Led VERONA solution and to support the evolution of our virtual studio proposition." ​ 

"The development of the technology strongly reflects the market needs that arise from the involvement of experienced users who are able to transfer the quality and operational requirements of the solutions," commented Benito Manlio Mari, Senior Sales Manager, Regional Sales South, Sony. Sony and Movie People have always placed a focus on value exchange that reflects the right time and performance to succeed in the market. Thanks to our Professional Service team, who worked shoulder-to-shoulder with Movie People engineers, the VP solution with C-Led VERONA was a crescendo of design refinements and integration to form the most advanced and competitive virtual studio". Mari concludes. 

About Sony Corporation ​  

Sony Corporation is a wholly owned subsidiary of Sony Group Corporation and is responsible for Entertainment, Technology & Services (ET&S). With a mission to "create the future of entertainment through the power of technology together with creators", we aim to continue offering Kando* to people around the world. ​ 

For more information, please visit: http://www.sony.net/ ​ 

*Kando is a Japanese word that roughly translates to the sense of awe and excitement one feels when experiencing something beautiful and surprising for the first time. 

About displays and professional solutions from Sony 

Sony Professional Displays & Solutions is part of Sony Corporation and exists to help customers truly experience their vision by unleashing the incredible power of images. With a winning combination of innovative technologies and long-standing expertise, Sony works with companies of all sizes and educational institutions to deliver transformational solutions to customers. With over 40 years' experience and a trusted network of technology partners, Sony's broad portfolio of knowledge, products and services delivers real value to businesses by informing, educating and inspiring customers. 

About Movie People 

Movie People is a leading film rental company specialising in offering specific, customised solutions for every production requirement. Founded in 1980, the company has established itself as a reference point in the sector thanks to its decades of experience, highly specialised staff and ability to create ad hoc solutions to meet all kinds of requests. Movie People's vision is to support filmmakers in the realisation of their creative visions by offering flexible rental solutions and high-level services. Constantly striving for innovation, the company adopts the latest technologies to improve the quality and efficiency of film productions, firmly believing in the power of audiovisuals and committed to providing the resources needed to turn ideas into reality.