SET- UP | I NTERV I EW
have one-coated elements and multi-coated elements. Some companies use different ingredients and can extract a different character from the lens,” says Baier. But when do you stop developing and decide that this look is what you want? Gerhard explains the reality behind this question: “There is a certain amount of compromise, but I would say that you never stop! I showed around some Technovision lens prototypes and I got a lot of feedback with people saying how wonderful they were, but ‘can you do a little bit more of this type of thing or this type of thing’ or ‘can you turn it into a little more like this’. So what I see happening more in this market is not customising as such, but the ability to listen to people’s demands and then go back into the lab and think about the fact that if one person is looking for this particular effect, maybe there are two or more people who also want it. You then got 50 or more people and you may think that this is a good option. We also might make an individual version for a particular project, but this requires some time so the earlier you speak My advice for LF lens manufacturers is to try and give a different character to lenses
ABOVE Evolution 2x 75mm getting laser engraved. Below are the Technovision anamorphics
with us, the more chance we can give you what you want. If you want Technovision lenses next week with yellow flares, it’s possibly not going to happen.” P+S Technik is also an expert at rehousing, which is an integral part of its offering. Requests for rehousing all come
with specific differences for certain projects or just looks. “I can see this as a big USP in the lens market; lenses you get from manufacturers as an industrial product might not be 100% the product for today,” says Baier. “But think about opening up for other possibilities or requests, so it could be a little bit more like this or like that. For me, rehousing is a good example of the market going more into the individual set-up of lenses, rather than staying with what you have already.” LF MARKET The hot subject in the lens world right now is large format, but does Baier think there is too much glass around? “I think the industry is moving faster than the users. So all the terms you know from Super 35 are changing when you use full format. You need to learn the language and have the time to test the format and use it for the right reasons. From that side, it’s slower than I thought. On the other side, I can see scaleable sensors getting larger. For lens manufacturers, this is challenging as you need to cover the largest sensor to offer the opportunity to scale it down. I’m sure LF’s time will come and will present opportunities for storytelling. So for a lens manufacturer, I think the advice is to focus on large format and try to give a different character to the lenses,” he concludes.
10 DEF I N I T ION | AUGUST 20 1 9
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