ICVFX: Qube & ANR !

Jul 27 2025

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🚀 Virtual Production & ICVFX: A New Era of Filmmaking Unveiled at Thaamara Studios

Organized by Qube Studios and ANR in association with SICA | July 27, 2025 | Vadapalani, Chennai

On Sunday, July 27, 2025, the Southern India Cinematographers’ Association (SICA), in association with Qube Studios and ANR, hosted a landmark demonstration of Virtual Production and In-Camera Visual Effects (ICVFX) at Thaamara Studios, Chennai. The event marked a significant milestone in South Indian filmmaking, offering a deep dive into the capabilities of real-time virtual production technologies.

🎤 Hosted by Visionaries in Technology and Filmmaking

The session was presented by:

  • Rajesh Ramachandran, Chief Technology Officer, Qube
  • Jayendra Panchapakesan, Film maker/ Director Qube Cinemas and pioneer in virtual production in India
    with
  • Senthil Kumar, Director of Qube, who also graced the occasion and supported discussions.

The gathering was warmly welcomed by the SICA leadership:

  • Ilavarasu, General Secretary
  • A. Karthik Raaja, President
  • Sakthi Saravanan, Treasurer

They expressed heartfelt thanks to Qube and ANR for organizing this insightful and timely demonstration, emphasizing its relevance to the evolving language of cinematography and digital production.

Also mentioned about Initiative taken by SICA executive commitee Wide Angle Ravishankaran.

 

🌐 Inside the World of ICVFX

In-Camera Visual Effects (ICVFX) is a cutting-edge technique where digital environments created in Unreal Engine are projected onto LED walls, captured live in camera without relying on green screen or heavy post-production compositing. This technique merges photorealistic 3D backgrounds, real-time lighting sync, and camera tracking into a seamless workflow.

🔧 Key Technical Highlights

🟩 Massive LED Volume Setup

  • LED Wall:Curved  pitch 2.3 / 60 feet wide and 20 feet high
  • Wall Brightness: 2000 nits | Overhead Top Wall: 5000 nits
  • Resolution: Ultra-high 10K
  • Pixel Pitch: 2.3 mm (with camera distance considerations: Full-frame – 5 ft; S35 – 15 ft)

🖥️ Real-Time Unreal Engine Integration

  • Live environments built in Unreal Engine with:
    • Virtual actors, props, and interactive lighting
    • Day-to-night transitions on background assets
    • Accurate physical light mapping guided by the cinematographer
  • Foreground material (e.g., a vehicle interior or props) were 3D scanned via photogrammetry and incorporated digitally for realism.

🚘 Highlight: Live Car Scene with Atmospheric Effects

A live in-car demo showcased the power of ICVFX in action. Using moving plates from DrivingPlates.com, diverse environments (urban, rural, daylight, night, rain, mist) were projected to simulate a car in motion.

📽️ Special effects that are traditionally difficult to replicate with green screens—like realistic water splashes, rain, and reflections—were rendered with ease and accuracy:

  • No need for physical rain rigs or digital clean-up
  • Real-time interactive lighting and depth accuracy
  • Viewable as it will appear in the final frame during shooting

🎥 Equipment, Lenses & Workflow Insights

  • Cameras & Tracking:
    • Red Raptor XL + Phantom Track system
    • Real-time marker-based camera tracking synced with Unreal Engine
    • Rear projection mode ensured no screen interference
  • Lenses:
    • Best performance from 24–100mm range
    • Full-frame & S35 sensor setups explained with respect to screen proximity
  • Previs:
    • Pre-planned camera movements, lighting setup, and framing
    • Cinematographer collaborates live with virtual artist on lighting maps

👥 Participation & Interaction

The event was attended by many prominent DOPs and cinematography professionals. The session was highly interactive, with numerous technical questions raised and effectively answered by the expert teams from Qube Studios and ANR.

Discussions included:

  • Integration of physical and virtual lights
  • Adapting cinematography principles to digital environments
  • Budget and time savings offered by ICVFX
  • Incorporating composites in foreground without sacrificing realism

☕ High Tea & Creative Exchange

Attendees engaged in lively discussion over High Tea at 11:30 AM, appreciating the opportunity to understand the technology hands-on and interact with experts. The event fostered collaboration between departments—direction, cinematography, VFX, production design—and reinforced the need for integrated planning in modern filmmaking.

🎬 Conclusion: Filmmaking Reimagined

The ICVFX and Virtual Production Demo at Thaamara Studios was more than just a technical showcase—it was a practical unveiling of the future of cinema. From live virtual car shoots to environmental realism once thought impossible without VFX-heavy pipelines, this event demonstrated that creativity, efficiency, and technology can now go hand in hand.

South India’s filmmakers are ready to take the leap—and Qube, ANR, and SICA are helping lead the way.

Article drafted by

CJ Rajkumar

Author/ Cinematographer

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