Gamma Studios has launched the Digital Media Centre, a new virtual production facility in Dubai Production City powered by Sony technology. The facility is designed for filmmakers, directors, cinematographers and production teams to explore virtual production across planning, pre-production and production. The centre also includes dedicated spaces for demonstrations, workshops, workflow testing, training and quality control.
- Location: Dubai Production City, Dubai
- Organisation: Gamma Studios, with Sony Middle East and Africa
- Status: Launched on September 30, 2026
- Who is affected: Filmmakers, directors, cinematographers, producers and production teams
- Business impact: Provides a dedicated environment to test virtual production technology and workflows
- What’s next: Production professionals can book the facility to experience Sony’s virtual production ecosystem
Gamma Studios has launched its new Digital Media Centre in Dubai Production City, creating a dedicated space where filmmakers and production teams can explore virtual production using Sony technology. Announced on September 30, 2026, the facility brings together cinema equipment, virtual production tools, workflow testing, training and technical support under one roof. The centre is aimed at helping regional production professionals understand how virtual production can be used from the early planning stages through to actual production.
What is the Digital Media Centre in Dubai?
The Digital Media Centre is designed as a practical environment for filmmakers, directors, cinematographers and production teams to test and understand virtual production workflows.
Rather than focusing on a single piece of equipment, Gamma Studios says the facility connects three areas: technology, production workflows and practical knowledge.
A dedicated training centre within the building is designed to help users gain hands-on experience with the technology and understand how different components work together during production.
The facility also brings Sony’s cinema, virtual production and live production technologies into one environment. This allows production professionals to explore different setups and assess whether they fit the creative and operational requirements of their projects.
What Sony technology is being used at the facility?
Sony’s 360 Solution for Virtual Production forms the core of the Digital Media Centre.
The setup is anchored by a Sony VERONA LED wall with a 1.5mm pixel pitch. According to Gamma Studios, the installation is the largest of its kind in the world and the first 1.5mm-pitch VERONA display in the Middle East.
The centre also features dedicated areas for production planning, technology demonstrations and hands-on workflow exploration.
Directors and cinematographers can use Sony’s production portfolio to plan and visualise scenes before moving into production.
The equipment available includes the VENICE 2 and BURANO digital cinema cameras, Sony’s OCELLUS camera tracking system, the Virtual Production Tool Set and the FR7 camera.
Together, these technologies are intended to demonstrate how virtual production can be integrated into a wider filmmaking workflow.
Why is virtual production important for filmmakers?
Virtual production allows production teams to combine physical filming with digitally created environments and real-time visualisation.
For filmmakers, this can provide greater control when planning and visualising scenes. Instead of waiting until later stages to see how a scene or environment will look, creative teams can use virtual production tools to explore the setup during planning and pre-production.
Gamma Studios Founder Joseph Kadamani said the company expanded into virtual production in response to growing demand from international productions choosing the UAE.
He said the company evaluated the market before selecting Sony’s virtual production solution because of its technology and end-to-end workflow.
Kadamani added that the Digital Media Centre, training facility and service centre give filmmakers, producers and creative teams a practical environment to experiment, learn and develop production techniques.
How will the facility support regional production teams?
The centre is designed to support more than equipment demonstrations.
Production teams can use the facility to explore workflows, attend workshops and gain practical experience with Sony’s technology. The building also includes a service centre that supports quality control.
This combination could be useful for production professionals who want to understand how virtual production technology can fit into an upcoming film, commercial, television project or other content production.
Sony Middle East and Africa Managing Director Jobin Joejoe said the launch forms part of Sony’s continued investment in the region’s creative ecosystem.
According to Joejoe, the facility will give professionals and aspiring creators a place to explore Sony’s latest technologies, participate in workshops and gain hands-on experience with production workflows.
The Digital Media Centre adds another specialised resource to Dubai’s growing media and content-production ecosystem.
For UAE-based filmmakers and production teams, the facility provides a dedicated location to test virtual production technology before applying it to their own projects. It also creates an environment where technical knowledge can be developed alongside access to professional production equipment.
For international production teams considering the UAE, access to specialised virtual production infrastructure can also support the wider production process.
Gamma Studios said the investment reflects its focus on the current needs of the industry while also supporting the development of the next generation of regional production talent.
FAQs
Where is Gamma Studios’ Digital Media Centre located?
The Digital Media Centre is located in Dubai Production City, Dubai.
Who can use the Digital Media Centre?
The facility is designed for filmmakers, directors, cinematographers, producers, production teams and other creative professionals interested in exploring virtual production.
What Sony equipment is available at the facility?
The facility features a Sony VERONA 1.5mm-pitch LED wall, along with VENICE 2, BURANO, OCELLUS, Virtual Production Tool Set and FR7 technologies.
What is virtual production used for?
Virtual production can be used across planning, pre-production and production, allowing creative teams to visualise scenes, test workflows and work with digitally created environments during filmmaking.
Can production teams experience the facility?
Gamma Studios and Sony have provided booking and registration information for professionals interested in experiencing Sony’s virtual production ecosystem at the Digital Media Centre.
Gamma Studios’ new Digital Media Centre brings Sony-powered virtual production technology, training and workflow testing together at Dubai Production City. The facility gives regional filmmakers and production teams a dedicated space to explore how virtual production can support projects from planning through to production.
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