RED Camera Delivers!

Nearly two years after we first started hearing the rumours of Jim Jannard and his camera, the first 25 cameras have been
delivered.

RED has delivered a text book 'guerilla' marketing campaign using a clever paid reservation policy and a 'warts and all' approach to its progress to the extent of reporting on thefts and problems with the production.

RED has promised 1,000s of cameras in to a fledgling digital cinematography market and one which has a traditional unspoken 'normal' length of time to market and staggered feature release programme.

The effects of this unheard of production roadmap will be felt more by the wannabee digital cinematography manufacturers immediately to the extent of the calling off of some new products. What it will do to the bigger companies won't be felt so quickly - but remember 95% of most cameras bought will still be Sony or Panasonic.

How many 'reservists' of RED who earn a living from the industry is unknown but a whole 'iPod-like' parallel industry will be created for RED and resolution will be put at the head of priorities for producers once again and not compression schemes.

How post companies handle RED will be the bigger story once we start seeing footage.