Vū Partners with Unilumin and MRMC to Bring Unreal Ride to InfoComm 2023

June 2023

Entirely New ‘Unreal Ride’ Provides InfoComm Attendees with First-Hand Look at the Inner Workings of Virtual Production

Tampa, FL (June 2, 2023) - Vū ( today announced that it is partnering with Unilumin ( and Mark Roberts Motion Control ( to bring the “Unreal Ride” to InfoComm 2023 for the first time. The result of this collaboration between the three partners is an entirely re-designed, immersive Virtual Production experience for InfoComm attendees.

In their booth #6081, the teams from Vū and Unilumin will be on hand to guide attendees through the newly designed Unreal Ride, which will provide a first-hand look at how Virtual Production works. Attendees will experience a blend of the physical world and the virtual world through a combination of the latest innovations in virtual production technology, including advanced LED panels, a motion-controlled camera, camera tracking and virtual environments created with Unreal Engine, and lighting optimized for virtual production.

The Unreal Ride activation also represents a unique partnership with InfoComm to show Virtual Production in action. “We’re really looking forward to this virtual production experience Vū, Unilumin, and MRMC are bringing to InfoComm 2023,” said Rochelle Richardson, CEM, Senior Vice President of Expositions and Events, AVIXA, producer of InfoComm. “The InfoComm audience is not only going to see the magic of virtual production – they’re also going to get to participate!”

The Unreal Ride originally debuted at the National Association of Broadcasters (NAB) as a thrilling, immersive futuristic motorcycle ride through wildly-created virtual worlds. Now for the first time at InfoComm 2023, the Unreal Ride will be a two-person experience where participants will be able to ride in a vehicle (Jeep) instead of on a bike and through newly-created virtual worlds (jungle scene) specifically designed for InfoComm 2023.

The Unreal Ride also provides InfoComm attendees an entertaining way to better understand the practical applications of virtual production technologies, and inspire new applications for the professional AV industry. InfoComm is the largest technology exhibition and conference in North America focused on the pro AV industry, and produced by the Audiovisual and Integrated Experience Association (AVIXA) and currently ranks as the 28th largest trade show in the United States by Trade Show Executive. This year’s conference is being held on June 14 - 16, 2023 at the Orange County Convention Center in Orlando Florida.

About Unilumin

Unilumin Group Co., Ltd. was founded in 2004 and is a world leading manufacturer of LED display products. Having been one of the early pioneers in direct-view LED displays, Unilumin continues to lead the market with product innovation, cutting-edge R&D and state-of-the art manufacturing facilities. With 5,000 plus employees worldwide, the company is committed to serving clients globally. Unilumin’s US operations include a massive 36,000 square foot operations hub in Orlando, with showrooms, repair facilities and warehouse space. Plus, a New York City Experience Center and project management base. For more information, visit

About MRMC

Mark Roberts Motion Control (MRMC) is a Nikon Group company. MRMC is on the front line of imaging innovation and is the leading manufacturer of cutting-edge solutions for motion control, automation, broadcast robotics, remote image capture and virtual and volumetric content production. They design, manufacture and assemble robotic rigs, pantilt and multi-axis robotic heads and tracking technologies. MRMC’s robotic and software solutions are used all over the world by film studios, sports broadcasters, football leagues and more. Class-leading technical and engineering achievements have earned MRMC several industry awards in the past 50 years. For more information, visit In 2016, MRMC was acquired by Nikon Corporation.

About Vū

Vu is North America’s largest network of virtual studios and an emerging force in shaping the growing virtual production market. With a creatively diverse and technologically forward-thinking team of experts, Vu blends art and science to redefine virtualization and unlock new ways to visualize the world. With an expanding global network of Vu-operated and affiliate studios, an evolving set of software tools, and a world-class team of creative storytellers, virtual artists, and technologists, Vu enables greater access to advanced virtual production technology. To learn more about Vu, please visit

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