FEATURE | RENTAL SPEC I AL
CONFESSIONS FROM A RENTAL COMPANY THIS TIME LAS YEAR WE RAN A RENTAL SPECIAL. NOW WE REVISIT THE TOPIC TO FIND OUT WHAT’S CHANGED IN 2018
QUESTIONS JULI AN M ITCHELL
Definition: What gear has been the most popular this year, and has it Judy Doherty, Head of Marketing, Panavision US: With the evolution of larger- sensor digital cameras, large-format cinematography is flourishing, and thus has emerged as a popular trend. Additionally, large-format optics with vintage characteristics are also a popular choice for feature and series production. Panavision is renowned for its full line of top-quality optics, including the biggest selection of large-format lenses and anamorphic glass. surprised you in some cases?
surprise you to hear that in the most part, the Alexa Mini has reigned supreme in 2018. However, we have also seen an increase in Raw/4:3 Cameras. Q4 of 2018 has seen a significant further demand for Sony Venice. Matt Marner, Director, Video Europe: The Arri Alexa Mini has continued to be our most popular camera this year. We now own over 60 of them and they are continually on hire. New cameras such as the Sony Venice, Arri Alexa LF and RED GEMINI are also performing very well since we purchased them.
As demand for these lenses has risen, Panavision has been responding – and will continue to – through our investments in both the restoration of classic lenses and designing new ones with a variety of classic looks optimised for large-format photography. Filmmakers now have more choices than ever before to create new looks, and Panavision is poised to offer a range of solutions for their creative intent, whether it’s content for the big screen, television or streaming services. Danny Howarth, Head of Sales and Technical operations, ProVision: It probably won’t
38 DEF I N I T ION | DECEMBER 20 1 8
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