Global Production Network Introduces Its Newest Member, Readyset Studios

GPN has recently expanded its network to include virtual production studios. The GPN team introduces its newest member, ReadySet Studios, based in Amsterdam, the Netherlands. 

The team at GPN had the chance to speak with Idse Grotenhuis, founding partner and managing director, to learn more about the studio, their work, and the growing importance of virtual production in the film industry. Some of you may even have met Idse in person at Cannes Lions, where he joined GPN for discussions on the future of film production. 

Founded in 2022, ReadySet Studios is the result of a shared vision between Idse and his long-time friend and now business partner, production designer Florian Legters. They recognized an opportunity to innovate the film production process, focusing on sustainability, efficiency, and greater control. Idse had already been developing a business plan for a sustainable studio concept with modular sets and, in a serendipitous moment, found that Florian had exactly the same plan. They decided to join forces.

Idse had previously discussed his plan with Dennis Kleyn, a colleague known for founding Planet X, the largest VFX studio in the Netherlands. Dennis was also looking into expanding Planet X with a real-time team of artists, catering to the rise of virtual production workflows. With Dennis on board, who shared the vision of Idse and Florian, the three co-founders set out to create the Netherlands’ first fully dedicated virtual production studio in Amsterdam. Recognizing the need for strong financial leadership, they invited Chris Licher to join as CFO, rounding out the founding team. ReadySet Studios officially launched in March 2022 with a, later that year critically acclaimed and rewarded, high-end drama series as their first client. 

ReadySet was created to address several key challenges faced by the Dutch film industry, including the high costs and time demands of travelling for location shoots, especially given the geographical limitations of the Netherlands. With no equivalent facilities in the country, the founders were inspired by state-of-the-art virtual production studios in other European cities and sought to bring this technology to the Dutch market. Since its opening, ReadySet has worked on well over 70 productions, including a standout project—filming a collection of music videos for Metallica’s then-new album and live concert tour ‘72 Seasons’. 

One of ReadySet’s innovations is their investment in 3D environment scanning. This initiative began with a detailed scan of Amsterdam’s iconic Leidseplein, creating a 3D ‘digital twin’ of the square. By offering filmmakers the ability to shoot scenes virtually in the studio, ReadySet is helping reduce the pressure on city locations, which are often disrupted by on-site filming. Following the success of this project, they are now in discussions with other cities, including Venice, to extend this technology.

A similar initiative is ReadySet’s turn-key car rig to simplify shooting car scenes in virtual production. The rig uses multiple cameras to capture a 360° view, creating realistic reflections and backgrounds. This setup makes filming easier by eliminating the need for mounting cameras on cars, dealing with weather, or stopping for resets. It also avoids the costs and limitations of traditional methods like green screens. The rig is built for flexibility, delivering smooth, high-quality footage that fits perfectly with virtual production, saving both time and money on set. 

The resulting plates from the car rig are used directly on ReadySet’s LED walls to create lifelike car scenes in the studio. This allows for seamless transitions between different environments, capturing realistic reflections and details without needing to shoot on location. With DMX-controlled and interactive lighting, the studio can match lighting conditions to the virtual environment in real-time, enhancing the realism and providing full control while saving time and costs. 

As Idse explained,” Since we are filmmakers ourselves, we are dedicated to helping filmmakers create immersive story worlds using cutting-edge virtual tools.” Therefore ReadySet is committed to staying at the forefront of these advancements. “We’re continuously investing in research and development to ensure we remain competitive in an industry where technology evolves so rapidly.” 

Despite the growing competition, ReadySet maintains strong, collaborative relationships with other studios in the industry. The rapidly evolving market is one that benefits from shared knowledge, and ReadySet is eager to stay connected with peers across Europe. 

In addition to their technological ambitions, ReadySet is committed to sustainability. Virtual production reduces the need for large crews and equipment to travel, lessening the environmental impact of film production. Looking ahead, the team dreams of building a fully self-sufficient studio powered by natural resources and constructed with sustainable materials. 

The GPN team is excited to welcome ReadySet Studios to their network and look forward to the innovative collaborations that lie ahead!