TECH TUESDAYS W/ JTWEET VOL. 12: RED Digital Cinema Company: The Best Thing Since Sliced Bread

“For the first 15 years after sliced bread was available, no one bought it, no one knew about it. It was a complete and total failure. … Until “Wonder” came along and figured out how to spread the idea of sliced bread no one wanted it. … The success of a product is really about how well you can get your idea to spread, or not.” (Seth Godin)


Prime example: RED Digital Cinema company.

Forged out of the perfect confluence of opportunity, technology, finances, and partners, the world's best professional cinematography cameras were destined for success from inception. Then again, with Oakley head and founder Jim Jannard (#606 on at the helm, it's not hard to see why. In 2005, Jannard surrounded himself with the team necessary to make his vision a reality. In 2007, the first RED ONE camera arrived.

"The DSMC concept is the epitomy of “Obsolescence Obsolete”. As technology pushes forward, there is no reason to buy a new camera every time a sensor, recording module or display technology improves. Instead you can upgrade individual modules, and even interchange Scarlet and EPIC components at will." (Mr. Gadget)

I distinctly remember that not 2 months after I purchased the first generation iPod Nano (at the time, $150), Apple came out with the 2nd Generation Nano.
I was ticked.

And of course, that's how most companies do things. So what ends up happening is products become outdated and, eventually, obsolete. Sure, you buy the newer stuff; the better hardware; the new designs.

But RED seeks to make it's products virtually immortal. How? By structuring everything in such a way that the camera's essential components can be broken down, and interchanged. Heck, you can even use Nikon or Canon lenses with the thing. But then again, at $10,000 it's not like the company's losing sleep over the fact that you're spending $300 on a new lens versus another 10+Gs. sn: (compare with some of CANON's professional video cameras at just a couple grand. But THEY aren't modular.)

"Enough with the fine-print: LETS GET TO THE ART!"

My head is BUZZING with all of the possibilites afforded within the cinematography world: especially Wally Pfister's work with IMAX cameras in Batman Begins and The Dark Knight, as well as a 5-perf 65 mm on Inception. But I enjoyed the cinematography for PIRATES, The Social Network, and The Book of Eli also (shot with RED products). I suppose for the professional cinematographer it just comes down to preference; though undoubtedly there are different qualities afforded by different types of cameras. In either case, I've seen what RED can do and I am impressed. VERY.

Let me end with this: IF A PICTURE IS WORTH A THOUSAND WORDS, A MOVING PICTURE IS WORTH 10,000. Follow the Link; watch the EPIC 700 video and others at RED REELS. BE AMAZED.


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