E! Founder Alan Mruvka launches $250M ‘Filmology Labs’ in Paterson

Media visionary and E! Entertainment Television co-founder Alan Mruvka is betting $250 million that the future of Hollywood isn’t in a “big-box” soundstage, but in a historic silk mill in the heart of Paterson.

On Tuesday, Mruvka announced the launch of Filmology Labs: Content Creation Studios, a massive 250,000-square-foot production campus designed to revolutionize “vertical storytelling.” The project aims to transform the landmark Reinhardt Building at 61 State Street—famously known as the “Padded Wagon” building along I-80—into the world’s largest hub for micro-dramas and digital series.

While traditional studios are built for 90-minute features, Filmology Labs is engineered for the smartphone era. The campus will serve as the primary production home for VERZA TV, Mruvka’s newly launched vertical streaming platform that specializes in “micro-dramas”—scripted series delivered in 60- to 90-second vertical episodes.

To meet the high-speed demands of the $6.5 billion micro-drama market, the facility features a radical architectural shift:

• 21 specialized sound stages: Unlike empty warehouses, these stages come with permanent, fully lit standing sets (e.g., hospitals, courtrooms, luxury penthouses).
• Speed to market: The pre-built infrastructure allows creators to begin filming immediately, eliminating weeks of set construction and lighting design.
• Production scale: VERZA TV plans to produce more than two original micro-dramas per month at the site.

Designed by celebrity architect Conrad Roncati of Architectura, the project balances the 19th-century brick aesthetic of the “Silk City” with 21st-century “Mandalorian-style” technology.

For Paterson, the investment represents a significant cultural and economic victory. Mayor André Sayegh hailed the project as a catalyst for the city’s continued growth.

“This significant investment will create jobs, spark innovation, and help position our city at the forefront of the evolving media economy,” Sayegh said.

Mruvka, who grew up in nearby Englewood Cliffs, emphasized a commitment to the local community, stating plans to partner with local schools to train Paterson’s youth for careers in digital media and AI production.

“Filmology Labs is about creating opportunity—creatively, economically, and culturally,” Mruvka said. “Our goal is to showcase this city to the world.”

Mruvka is the founder and former CEO of E! Entertainment Television and StorageBlue self storage.

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