VIRTUAL PRODUCTION IS HERE

And everything about our industry is about to change.

IDEOLOGY has brought the first of its kind to Michigan:
A full volumetric virtual production studio. 

Introducing GOLDEN HOUR, our virtual LED volume delivered directly from the set of The Batman (2022). It’s a ridiculous 1.5mm pixel pitch beauty that measures 54’ long and stands 12’ tall, wrapping around its subject with a 7º curve. With an adjustable LED ceiling and an additional 10’ modular LED wall on wheels, we can now film in an immersive environment anywhere in the world. At our studio, it can be golden hour 24/7/365. The immersive opportunities are endless.

In our continuation of investing in industry leading tools and technology that will further the creative capabilities of West Michigan, like our cinematic high-speed motion control Bolt Jr+ robot, we’ve installed this state-of-the-art tool for all to use.

The days can get short in Michigan, but GOLDEN HOUR is here to stay. The seasonal limitations of filming in our beautiful state have been lifted and there are no longer boundaries to the time of day, what can be created, or where you can film. Equipped with a full motion tracking system, we built this volume to do anything, for anyone. From a head to toe green screen, to a full white sweep, to static backgrounds, to a fully virtual Unreal Engine environment with integrated practical physical elements.

This is the future of our industry, right here in Michigan.

STUDIO +
VOLUME

MORE THAN JUST A STAGE

High-Tech Infrastructure

  • Our LED Volume is 54’ long and 12’ tall with a 7º curve

  • 10’ modular LED wall. Moveable and displays realistic reflections and ambient light into your scene

  • 16’ LED ceiling designed to be raised and lowered

  • 1.5mm pixel pitch providing the highest resolution available

  • Dedicated curved cyclorama wall in our Stage B

Amenities Galore

  • Full Facility Access — Kitchen, Wardrobe/Makeup Rooms, Bathrooms, Chromatic Glow Court

  • Shipping Container Hub — Conference Room, Client Suite, Crafty Bar, Meeting Rooms, and the Upper Deck

  • Lounge — A collaborative space filled with ping-pong, shuffleboard, darts, arcade machine, racing simulator, co-working space, and scooters

  • Client Comfort — Dedicated iPad, Wi-Fi, Sonos System Control, Govee Lighting Control, Client Video Village, Reclining Heated Massage Chairs, Director Chairs

  • Garage Doors — Industrial sized garage doors and loading bay for easy load-in/load-out

  • Set-Building — Dedicated prop and set-building space with optional storage

Packages

Resources

Services

  • Sensor Size: FF & S35

    Max Resolution: 4.5K

    FPS Max Resolution: Open Gate 40fps

    Formats: ARRIRAW ProRes

    Media: Codex Drive

    Rate: $1650

    Includes: HTC Vive Mars CamTrack System

  • Sensor Size: S35

    Max Resolution: 3.2K

    FPS Max Resolution: 60fps

    Formats: ARRIRAW ProRes

    Media: CFast2.0

    Rate: $1250

    Quantity Available: 2 Cameras
    Includes: Gen Sync for multi-cam shoots

  • Sensor Size: S35+

    Max Resolution: 6K

    FPS Max Resolution: 6L 40fps

    Formats: R3D RAW ProRes

    Media: CFast2.0

    Rate: $350

    Quantity Available: 3 CamerasIncludes: Gen Sync for multi-cam shoots

  • Looking to do lifestyle, portrait, or product photography?

    We have a FUJIFILM GFX 100S Medium Format Mirrorless Camera available for use.

    FUJI Lenses Available:

    • 32-64mm f4

    • 45-100mm f4

    • 63mm f2.8

    • 80mm f1.7

    • 110mm f2

    • Cooke Panchro Classic

    • Cooke MiniS4/i

    • ARRI/Zeiss Std. Speeds

    • Zeiss CP.3

    • Sigma Cine

    • ARRI/Zeiss UltraPrime

    • Atlas Orion Anamorphic

    • Leica-R

    • Zeiss Contax

    Don’t see what you need? Let us know!

  • $700/day
    * Prep rates quoted per project

  • $700/day
    * Prep rates quoted per project

  • $800/day

  • $700/day

  • $600/day

  • $600/day

    • Simple Background

    • Medium-Complex CGI/Unreal Environment

    • Complex Unreal Environment with MoSys System

  • Quoted per scene

  • Quoted per project

  • Quoted per project

  • Quoted per project

  • $200/day

Light & Grip

  • Aputure 1200d — $170
    Aputure 10" Fresnel Lens (x2) — $11
    Aputure 1200d — $170
    Aputure 600d — $95
    Aputure 300x — $50
    Aputure Nova p300 — $85
    Aputure MC4 4-Light Lit — $25
    Aputure 6" Fresnel Lens — $6
    Aputure Spotlight — $13
    Aputure Softbox — $11
    Aputure Lantern — $5
    Hudson Spider Kit — $283
    Litemat Spectrum 2L — $147
    Digital Sputnick DS-1 — $175
    Quasar Rainbow 4' (x10) — $50
    Hazer — $30
    Handheld Hazer — $30

  • Package “2Ton” — $600

    Extra Kit — $80

    • Boom Arm

    • Gell Frames

    • “Truck”

    • Stingers

    • Extension Cords

  • Generator — $50

  • Gaffer — $800

    Grip — $700

PACKAGES

PHOTOGRAPHY

FUJIFILM GFX 100S Medium Format Mirrorless Camera

FUJI Lenses available:

32-64mm f4 • 63mm f2.8 • 110mm f2 • 80mm f1.7   •  45-100mm f4

RESOURCES

We offer various resources for your productions.

Bring your own or use ours!

Prep rates for makeup artist and wardrobe stylist are quoted per project.

Grip, gaffer, and best boy are available through IDEOLOGY.

  • Absolutely! Virtual production studios are not limited to filmmakers alone—photographers can also benefit from the incredible possibilities they offer. Virtual production techniques can be applied to photography, opening up new avenues for creative expression and expanding the boundaries of traditional photography.

    Whether you prefer a professional cinema camera, a high-end DSLR, or even a smartphone with impressive capabilities, virtual production studios can work with a variety of camera setups. The important aspect is to capture high-quality footage that can be seamlessly integrated with the virtual elements in post-production.

    It's worth noting that certain cameras may offer additional features or functionalities that can enhance the virtual production process. For instance, cameras with high dynamic range (HDR) capabilities or those capable of shooting in RAW format can provide more flexibility during the color grading and compositing stages.

    Ultimately, the choice of camera in virtual production depends on factors such as the desired image quality, budget, production requirements, and the specific objectives of the project. Whether you're using a professional-grade camera or a consumer-level device, virtual production studios can adapt to work with a wide range of camera setups to bring your creative vision to life.

    If you’re wondering how your camera will perform, contact us and we can chat!

  • With our incredible 1.5mm pixel pitch you can film as close as 3' away from the volume. However, filming can vary based on multiple factors, including camera specifications, lens choice, and desired image quality.

    The pixel pitch refers to the distance between individual LED pixels on the display. A smaller pixel pitch typically results in a higher resolution and image clarity. With a 1.5mm pixel pitch, you can expect a relatively high-quality image when viewed up close.

    The curved nature of the LED volume also affects the optimal viewing distance. Our 7-degree curve indicates a moderate curve, which can create an immersive visual experience for viewers.

    Given these parameters, a rough estimate for an optimal filming distance would be around 5 to 10 feet from the LED volume. This distance allows viewers to fully appreciate the image quality, details, and immersion created by the curved LED display.

    It's important to note that the filming distance can vary based on the specific requirements of the production, the desired visual effect, and the capabilities of the camera being used. In some cases, it might be necessary to adjust the camera position and shooting distance to achieve the desired framing and composition.

    If you’re unsure about distance of film, connect with us and we’ll help you determine the optimal filming distance based on your specific needs and equipment. We can provide more accurate guidance and tailor the setup to suit your project's requirements.

  • Every creative community deserves the opportunity to work with the most elite of tools in our industry. We saw the need for this kind of tech in Michigan and felt the responsibility to invest. We want to be able to showcase the level of talent in West Michigan, as well as bring in new opportunities from surrounding markets.

    Like we’ve said before, the future is virtual.

  • Learning Unreal Engine is a journey that takes time and practice. Embrace the learning process, be patient with yourself, and celebrate small victories along the way. With dedication, perseverance, and a willingness to explore, you'll gradually gain proficiency and unlock the vast creative potential of Unreal Engine. We encourage everyone to start learning and using UE, as it really is the future of our filmmaking industry.

    And when you are good enough, we would love to hire you to help create more content with us! In the meantime, we can provide an artist you can collaborate with to make that vision of yours a reality.

  • When it comes to creating immersive and visually captivating environments for film and video production, an LED volume offers significant advantages over a traditional green screen setup. Instead of relying on post-production compositing and visual effects, an LED volume provides real-time, in-camera rendering of virtual environments, revolutionizing the production process.

    An LED volume eliminates the need for extensive post-production work by allowing actors and crew members to interact with realistic virtual environments in real time. With the use of advanced real-time rendering engines, the LED volume replaces the green screen with dynamic, high-resolution LED panels that display the virtual backgrounds and elements in sync with the camera's perspective. This not only enhances the performance of the actors by providing a realistic environment for them to engage with, but it also streamlines the production workflow, saving time and reducing the costs associated with extensive post-production editing and compositing.

    An LED volume also offers superior lighting integration and realism compared to a green screen setup. Traditional green screens can present lighting challenges, often requiring meticulous adjustments to match the virtual environment in post-production. In contrast, an LED volume provides dynamic and interactive lighting that mimics the virtual environment, ensuring consistent illumination and seamless integration between the real and virtual elements. This enables the director and cinematographer to capture scenes with accurate lighting reflections and interactive light sources, resulting in a more convincing and visually stunning final product.

    Our volume opens up new possibilities for creative storytelling, enabling filmmakers to bring their visions to life with greater ease, realism, and efficiency.

F
A
Q

  • Yes! Part of what makes our volume a “volume” is the surrounding light. We include the use of the LED ceiling and LED modular wall in the one rental rate, so you have all the tools you could want at your fingertips.

  • You sure can! There are several reputable camera brands in the market that offer high-quality cameras suitable for capturing content for LED volumes. However, it's important to consider specific camera models within each brand's lineup and their compatibility with your requirements and budget.

    When filming on an LED volume, having genlock synchronization is crucial to ensuring accurate and consistent timing between the camera and the LED display.

    Genlock helps prevent flickering, ensures seamless integration of live action and virtual elements, allows real-time feedback, and enables precise content mapping on the LED volume.

    If you’re unsure about your camera, just ask us! We also offer in-house camera packages available for your production. Consult with our Golden Hour team to ensure your success.

  • Yes. Operating an LED volume requires specialized training and expertise due to its technical complexity and the need for precise execution.

    Golden Hour’s highly trained and experienced techs bring specialized technical knowledge, optimization skills, troubleshooting abilities, safety awareness, and efficient workflow management. Their expertise ensures the smooth operation of the LED volume, enhances visual quality, and contributes to the success of productions involving LED volumes.

    Our team will be there to help on your next production so you won’t have to worry about operation of the volume, Mo-Sys StarTacking, and Unreal Engine.

  • The wall is 8k with 8064px x 2376px. Any asset can be scaled up or down.

  • We have Open Houses scheduled on our calendar for people to come see how the wall works. Otherwise, chat with us!