LG Builds 'Virtual Production' Using Ultra-High-Definition LED at North American Headquarters

Maximizing Realism with 'LG Magnit' Virtual Backgrounds
Ultra-Realistic Image Quality and Detailed Video Processing
Aggressively Targeting the Virtual Production Market

LG Electronics has built a virtual screen studio at its North American headquarters using ultra-high-definition Micro LED technology.

On the 6th, LG Electronics announced the opening of a 'Virtual Production' studio constructed with the ultra-high-definition Micro LED 'LG Magnit' at its North American headquarters located in New Jersey, USA.

Virtual production, which has recently gained attention in the media and advertising industries, is a facility that implements various backgrounds needed for video content production through large LED screens, virtually creating shooting backgrounds as if they were at actual locations.

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-emissive display where Micro LEDs, thinner than the thickness of a hair at less than 100㎛ (micrometers), emit their own light and color. It features clear image quality, high-level color reproduction, and precise video processing technology. It also supports HDR (High Dynamic Range), a technology that finely analyzes dark and bright areas to create detailed images. The pixel pitch, which refers to the distance between pixels that make up the display, is only 1.5mm. This provides ultra-realistic image quality, enabling vivid background implementation and detailed special effects.

LG Electronics Virtual Production Studio, Provided by LG Electronics

Installation convenience is also excellent. The screen is built modularly to form a large signage, with simple locking devices connecting the screens, assembling the blocks like building blocks. This method allows easy installation of the product tailored to various studio structures and shooting concepts, making it optimized for virtual production.

This virtual production studio is jointly operated by LG Electronics North America and HSAD, an advertising affiliate of LG Group. Utilizing virtual production can reduce the need for physical set construction or location shooting. It also cuts down content production time and costs compared to the chroma key technique, which overlays computer graphics (CG) backgrounds on footage shot in front of a green screen, while enhancing actors' immersion in their performances. The studio plans to use this for various internal and external content production, as well as for short content, TV programs, advertisements, and corporate communication content shooting for external clients through HSAD.

Recently, LG Electronics filmed a promotional video for its new wireless earphones, 'XBOOM Buds,' at the virtual production studio. The XBOOM Buds promotional video, set against the New York subway, was produced using digitally created backgrounds in the studio instead of actual locations. This eliminated the need for filming permits, equipment transportation, and potential public inconvenience during shooting, while also reducing resources and costs required for set production. The shooting 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 aggressively target the virtual production market, which is gaining attention for its high growth potential in the commercial display market, led by LG Magnit.

Jung Kyu-hwang, Vice President and Head of LG Electronics North America, said, "We will lead a new paradigm in the global virtual production market by leveraging the differentiated display technology of LG Magnit."