As New York’s film, television, and creator-led content boom accelerates, Manhattan-based MCM Studios is joining forces with Looking4Larry, the creative agency founded by Emmy-winning director Mitchell Stuart and WWE Hall of Famer and producer Paul Heyman.

The newly merged entity aims to become a full-service creative and production hub for studios, brands, and independent creators. “It’s end-to-end, one-stop shopping,” Heyman tells The Hollywood Reporter. “We’re talking about everything — from concept and production to post and promotion — all under one roof.”

The pair’s first major initiative is already underway: building what Heyman describes as “the biggest LED volume wall in all of New York.” The project, currently in pre-construction, is designed to serve both large-scale studio productions and budget-conscious creators. “That’s the kind of infrastructure you need to compete in 2025, 2026, 2027 — something forward-thinking that stays ahead of the curve,” Heyman says.

Volume walls — massive LED environments used in virtual production — have become a transformative force in filmmaking, allowing directors to create lifelike, immersive settings without leaving the stage. While Los Angeles studios like Disney, Sony, and Warner Bros. have long embraced the technology, a large-scale LED volume in Manhattan could bring high-end virtual production capabilities directly into the heart of the East Coast market.

“This brings both big-budget and affordable production back to New York,” Heyman explains. “There are new studios rising in Bergen County, Yonkers, and Long Island City — but there hasn’t been a single destination where you can walk in with a concept and walk out with a finished product. That’s the gap we’re filling.”

MCM Studios, known for hosting productions for Nike and the hit YouTube series Hot Ones, has built a reputation for nimble, brand-driven content. Looking4Larry, meanwhile, has produced work for Spotify, EA Sports, MSG Entertainment, Hard Rock Hotels, iHeart Media, and NASCAR, among others.

“I’ve had the privilege of working with Mitchell for decades, building a creative foundation together,” says Michael Canzoniero, CEO and creative director of MCM Studios. “Now, with the full array of superpowers that Paul Heyman and Looking4Larry bring, we’ve assembled a world-class creative and production team — client-first professionals dedicated to delivering at the highest level.”

The merger signals another step in New York’s growing role as a national production center — one increasingly defined by innovation, flexibility, and new technology designed to keep pace with Hollywood’s evolving production model.