Its goal is to present creators, producers and marketers with the specific benefits of working in the XR (Extended Reality) environment – ​​such as time savings and budget optimization, full control over weather conditions and the ability to shoot scenes in hard-to-reach or remote locations.

Seven narrative demonstration scenes were created for the communication purposes. The materials showcase applications of XR technology – from historical cinema to advertising to science fiction.

“The campaign, implemented using the latest techniques available at TVN XR Studio, aims to demonstrate that modern and innovative XR technology is no longer reserved exclusively for large Hollywood productions. On the contrary – thanks to appropriate pre-production preparation and studio flexibility, virtual environments are now also available for local productions, advertising, and a variety of digital content,” the press release stated.

“We are opening the doors to our studio wide, and the launching campaign shows that today, space, time, or conditions are no longer a limitation – only imagination. We hope that the materials we have prepared will inspire more screenwriters, directors, set designers, and marketers to reach for what is possible in XR,” explains Jarosław Potasz, group vice president of studios and productions at TVN Warner Bros. Discovery, in a press release.

TVN XR Studio, utilizing XR technology, combines an LED screen of up to 650 square meters (and a 250 square meter LED ceiling) with dynamic environments generated in real time using the Unreal Engine. This enables the creation of realistic and flexible sets without the need to physically move crews or build sets.