by Louis Bedigian.
The company that popularized the art of shooting with a DSLR is about to release the next evolution in digital cinematography.
Last week, Canon (NYSE: CAJ) unveiled the C300, a new camera designed specifically for high-end filmmakers. Due for release in January at a price of $20K, the C300 comes with a “super 35MM-equivalent 16:9 large CMOS sensor” that shoots 4K images (or not, depending on who you talk to). Thus far, the initial test videos have been very impressive.
This announcement came just as RED announced the final plans and pricing for its long-awaited Scarlet camera, a smaller, less expensive alternative to its previous offerings. Scarlet will retail for just under $10,000 (camera body only), but you can get a ready-to-shoot model for roughly $15,000.
At first glance, Scarlet might sound like the better deal. But RED cameras typically require a bunch of expensive extras. That’s part of the company’s strategy; lure filmmakers with a low base price and hit their pockets later with a plethora of expensive add-ons. While Canon could be planning a similar strategy (ex: you’ll still have to buy the lenses and other equipment separately, but that’s true of most film cameras), the company has one significant advantage over its competitors: filmmakers are already fans of the format.
Read the rest of this article from Forbes.
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