Sony’s New Dubai Digital Media Hub Aims to Propel Regional Film Production

Updated 11 min 59 sec ago

October 5, 2026 12:55

DUBAI – Gamma Studios has unveiled a state-of-the-art Digital Media Center in Dubai Production City, a cutting-edge virtual production facility powered by Sony technology designed to support filmmakers, production teams, and emerging creative talent across the Middle East and North Africa region.

The center integrates Sony’s advanced cinema, virtual production, and live production technologies within dedicated spaces for demonstrations, workshops, production planning, and hands-on workflow testing.

At the core of the facility is a Sony Verona LED wall featuring a 1.5 mm pixel pitch, which Sony describes as the largest installation of its kind globally and the first 1.5 mm-pitch Verona display in the Middle East. The setup also includes Sony Venice 2 and Burano digital cinema cameras, the Ocellus camera tracking system, virtual production tool sets, and the FR7.

“Virtual production brings live-action filming and digitally created environments into the same production process,” said Jobin Joejoe, managing director of Sony Middle East and Africa, in an interview with Arab News.

“It gives teams greater creative flexibility and, in suitable scenarios, can reduce reliance on extensive physical sets or difficult locations.”

The launch aligns with increased investment by Gulf governments in film incentives, infrastructure, and creative industries. Joejoe emphasized that virtual production could significantly enhance local production capabilities.

“Local and international teams can explore a connected professional workflow here, while regional talent gains practical experience with technologies used in global production,” he noted.

Sony is also playing a key role in professional filmmaking initiatives in Saudi Arabia through its partnership with the Saudi Film Commission and Pixomondo at JAX Film Studios.

“We expect the facility to support a mix of international productions, established Saudi and regional production houses, independent filmmakers, and emerging creators,” Joejoe said.

“Across the region, our aim is to bring advanced technology, practical experience, and knowledge-sharing closer to filmmakers, so more regional stories can be developed and produced locally,” he added.

Source link