is increasing its focus on the virtual production business where it is seeing market-beating growth, a company executive said, riding on the strength of the Japanese entertainment conglomerate's technology.
An alternative to green screens, where digital effects are added at a later stage, advantages of the system include more realistic reflections created by light from the panels and greater immersion for actors on set. "It's because we have the hardware that we can recreate in the virtual world," Yasuharu Nomura, Sony's head of virtual production, said in an interview.
Sony says its virtual production business is growing by around 35% annually, faster than the overall market, with an increasing proportion of sales expected to come from services.