In collaboration with Target3D and Digital Catapult, this initiative marks a significant step toward boosting the region's creative economy by providing state-of-the-art virtual production and 3D technology to local businesses.
What is AMP?
Advanced Media Production is very close to virtual production, an innovative film-making technique, blends digital technologies such as LED walls, game engines, 5G interconnectable features and motion capture with live actors to create seamless scenes. This breakthrough not only offers flexibility to filmmakers but also reduces traditional costs associated with equipment transportation and shortens production times. AMP at PROTO brings this game-changing technology to the heart of the North East, empowering local creatives to explore new horizons.
How did we help?
Sunderland Software City, in partnership with Digital Catapult, orchestrated the lease arrangement for PROTO, a renowned technology hub. Building on the success of the Virtual Production Test Stage in Guildford in 2021, the collaboration between Digital Catapult and Target3D continued with AMP at PROTO. With a £2 million investment aimed at empowering the regional creative industries, particularly in filmmaking and game development.
Sophie Craggs, Studio Manager at AMP said:
"We're delighted to launch this facility with the help and support of Digital Catapult NETV. There is a growing need in the region for advanced media production, and it will provide a welcome boost to the brilliant creatives we have here in the region.
In developing this studio, we’ve been able to add a critical resource to the North East's immersive and screen industry. We encourage anyone interested in unlocking exciting opportunities within their sector to get in touch with Ashmita at Digital Catapult NETV"
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