Goal Line Studios is a film and video production company created at Hacienda in 1995 to provide services specifically to the coach, broadcaster, and sports personality John Madden. Before his death, Goal Line was home to Madden’s television shows, interviews, voice-overs, and other events. Today, one of the most advanced production facilities in the United States sits behind an unassuming facade at 5959 Coronado Lane. The company’s clients have included Toyota, Clorox, Kodiak Robotics, Zoom, Udemy, and Oakland band Machine Head, which filmed a music video there.

“Most production facilities pick a lane,” says owner Joe Madden. “They go big and inaccessible, or small and underwhelming. Goal Line Studios is doing something rarer: running both lanes at the same time, on the same campus, with the same engineering team and the same pipeline. Studio A is for the impossible. Studio B is for the everyday made cinematic.”

Studio A offers 6,000 square feet of fully equipped production space. It features one of the nation’s largest volumetric LED video walls, which stretches 106 feet wide and 20 feet tall. Executives say that whatever a production calls for can be built by the wall in real time, tracked to the camera, lit with sub-pixel precision, and scored in Dolby Atmos surround sound. The volume was installed in 2023, when Studio A was rebuilt from the ground up. The rebuilt facilities include a roster of best-in-class technology collaborators, with Disguise on media servers, Stype on camera tracking, Unreal Engine and Pixotope on real-time rendering, and Render Impact on volume content.

Studio B is the plug-and-play companion to Studio A. Where Studio A is built for spectacle, Studio B is built for the everyday made cinematic. A purpose-built LED volume, an LED desk, and an LED floor all work in concert. Hosts sit inside a fully realized digital environment, with the LED wall behind them, the surface in front of them, and the ground beneath them all displaying the same connected world using the same Unreal Engine and Pixotope pipeline that powers the Studio A wall but scaled down and engineered for speed.

Studio B is the answer to the question of how to make something look like television without the price tag of television, according to Madden. Studio B is purpose-engineered with broadcast-grade audio and cinematic lighting for podcasters, educators and course creators, small businesses, brand marketing teams, and product companies. The clean, cinematic backdrop puts any product exactly where the eye goes, which means no green-screen artifacts, no compositing time, no compromises in the final grade. Executives say Studio B is the perfect environment for livestream productions, vertical short-form content, branded interviews, conference recap reels, sales-enablement videos, and the dozen other formats that did not exist a decade ago.

“Goal Line Studios isn't fighting geography, it's reading it,” notes Madden. “By planting two world-class virtual production stages inside Hacienda, the studio placed both walls exactly where the talent, brands, and tech industry already converge. Workday is across the way. Roche is around the corner. Apple, Google, Zoom, LinkedIn, and Meta are a short drive over the hills. The San Francisco agencies can be onsite by lunch. Directors flying in from Los Angeles, New York, and London land at the Oakland or San Francisco airports and skip downtown traffic entirely. It is, in every sense that matters, the right place at the right time. If you've got a feature campaign, Studio A is waiting. If you've got a podcast, a course, a product, or a story to tell, Studio B is ready when you are.”

For more information about Goal Line Studios, please visit www.goalline.com, www.facebook.com/p/Goal-Line-Studios-61565772034014, www.instagram.com/goallinestudios, or call (925) 225-0811.

Photo by Kyle Loftus on Unsplash