INREAL Launches First Large Format Digital Reality Experience

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Newly created company by Alex Frisch and Joe Harkins launches Panos, a large format, fully scalable 4K digital live turnkey experience.

About a year ago I thought about how cool it would be to create a digital window, a portal to reality where we capture the full field of view of the human eye.

VFX artist and Creative Director Alex Frisch, known for his work on movies (Pirates of the Caribbean, W, The Ring), commercials (Pepsi, Bridgestone, Adidas), and music videos (Madonna, Michael Jackson), has recently launched Inreal with VFX Supervisor/Director Joe Harkins, together with business developer Jim Botko. Pioneering the world of digital reality experiences, the company showcased their new ultra high-resolution entertainment and art installation at the Gypset electronic music show on Aug 24th at the Stuntman Music Space in Los Angeles, CA. It featured panoramic displays of Los Angeles, as well as a special presentation of the work of Samuel Bayer.

“About a year ago I thought about how cool it would be to create a digital window, a portal to reality where we capture the full field of view of the human eye,” founder Alex Frisch recalls. “I am thrilled to finally be able to present it at a worldwide premiere. Panos is born, an explosion of pixels, with 16K playing on four huge 4K screens, the equivalent of two IMAX movies playing side by side,” Alex continues.

Panos is possible thanks to several key partnerships with cutting edge companies: Silverdraft is providing their latest Demon Ultra workstation, coupled with AMD’s W9100 graphics card. The system is capable of displaying up to 6 streams of 4K in real time. TouchDesigner is the brain of the system, capable of driving multiple screens, lights, cameras, and anything electronically programmable.

“We are in the process of incorporating more functionality, including real time interaction, and more features that will creatively explore the potential of Panos as a canvas,” adds Alex.

Inreal has also started building a library of panoramic content, developing new original work flows with their team: Connor Hair and Graham Robbins using multiple RED Epics, and professional photographers Richard Thomson III and Pepper Yandell using PhaseOne cameras. Panos installations are custom deployed based on the needs of each client, and includes access to a library of ultra high-resolution panoramic content.

For more information about Panos, please visit

Inreal Entertainment is an artist owned production company that specializes in creating new experiences for audiences across various platforms. Their flagship product, Panos, is a turnkey, ultra high resolution entertainment and art installation, with both custom and licensed content solutions available.

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Sam Rusani
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