Paul Heyman’s Looking4Larry Agency has merged with New York-based MCM Studios to combine their production and creative services.
The Hollywood Reporter spoke with Heyman about the merger, and their first major undertaking is the construction of “the biggest LED volume wall in all of New York” to create demand for their services among major studios and content creators with smaller budgets.
A volume wall is a curved wall comprised of high-resolution LED screens to replicate real-life environments for filmmakers to shoot in front of. It allows for great cost savings where a project can film in worldwide locations while remaining on a soundstage.
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Heyman shared, “What we’ve noticed is, all these movies are being shot in Yonkers, all these sound stages are being built in Yonkers. Are they doing LED volume walls? … It’s a lot of soundstages. There’s a lot of production going on in New Jersey, but then what happens? Then it goes elsewhere. There’s no one-stop shopping. There’s no hub, there is no center that you can walk in the door with a concept, walk out the door with a finished product, and the ability to market and promote it. And those were the boxes that we wanted to check.”
Looking4Larry was co-founded by Heyman and Mitchell Stuart and described itself as a “disruptive, full-service marketing and branding agency built on bold storytelling, cinematic production, and viral execution”.
The agency has worked on campaigns with EA Sports, WWE, NASCAR, 2K Sports, and Monster Jam over the years since it launched in 2006.
