UK dealer CVP yesterday announced that it has placed an order for one hundred of Sony’s PMW-F3 cameras following the camera’s high profile launch earlier this month. The order was placed in response to instant demand from hire companies ahead of the shipping date in January 2011.
Phil Baxter, CEO of CVP explained “Sony’s PMW-F3 is one of the most exciting products we’ve seen in recent years, delivering the quality and features that our increasingly discerning customers demand whilst eliminating the inherent ergonomic and image-quality flaws associated with shooting professional content on HD-DSLRs. The arrival of the PMW-F3 clearly demonstrates that Sony have been carefully analysing recent market trends and remain at the forefront of product innovation. Our order for 100 units is a direct reflection of demand and is largely pre-sold already.”
Jonathan White, Director Sony Professional B2B commented: “Sony’s PMW F3 brings 35mm shooting to a whole new market. There is trend within industry for a more cinematic look and feel, even in small scale productions, and its affordable price point meant there was no surprise that the F3 has been so well received.
"Offering a wide range of image creation options, as well as the ability to seamlessly inter-cut PMW-F3 footage with that from an F35 or SRW-9000PL, the F3 is a flexible and cost effective production solution which can fit effortlessly into workflows across a wide range of productions. The PMW-F3 camcorder is based on Sony’s XDCAM EX workflow (codec is MPEG-2 Long GOP 4:2:0 8bit, 35 Mbps), and uses Sony’s SxS ExpressCard-based recording media format. Its Super 35mm CMOS imager delivers shallow depth of field, with high sensitivity and low noise levels (ISO 800, F11; and S/N ratio of 63dB in 1920x1080/59.94i mode), as well as wide dynamic range."