Scarlet S35 is now...

[Chris S. Alexander]

... people remember the numbers and think they were "promised".

Jim

I too am guilty of planning my costs ahead of time and hoping that they don't change, however you (personally) tell us that everything is subject to change so I always make sure to keep that in mind.

I admit sometimes it does get frustrating, but I appreciate your telling us everything as it happens. It makes me feel like I'm in the loop and a part of the process.

The benefits of "being a part of the process" far outweigh the downside of price changes. I respect you and your company for giving as much information as you do. Thanks!

[Jim Retar]

Other companies lock down and release.

I think I speak for a fair few when I say that, sooner or later, a lock down and launch is necessary.

I have complete respect for you for wanting to put out the best possible cameras you can.... but surely this is what Epic-X is? The pinnacle?

I personally think that the Scarlet range would have benefited from a lock down some time ago... forget HDRx™™, high frame rates, high REDCODE etc... that is Epic-X's domain.

In fact, I still believe it would be the best route for Epic Light. The MX sensor is immense.... HDRx™™/frame rates and high redcode would be great separating lines between Light and X and would justify the price difference that people seem to want.

Just my 2 cents... no offense meant at all.

[Jeff Coatney]

C'mon, folks, this process has redefined "transparency" in corporate America. Red has been completely upfront about every snag and advancement. The camera, when it arrives, will be worth the price you are asked to pay. There's no deadline on having your money. When you get the cash, the camera will be waiting for you.

@Bill: (no worries.)

[Elsie N]

But what about when 6 months from now you discover its possible to add another new amazing feature? Then when that's done, and you discover you can do X, which is the next big amazing thing, what do you do? Is the camera going to be perpetually pushed backed? It just seems that it is very cyclical in nature.

Adam, as an outsider observing RED, it appears that RED has reached its immediate goal of matching film. So I don't think they will be delaying the coming cameras since they have now released a sorta firm date for some and will probably do the same for the rest of the lines before too long.

[Jesper Sichlau]

I know that it is frustrating to hear a number and then see it go up. I get that. But understand that it isn't arbitrary.

Thank you that is nice to hear (not being sarcastic here). But Jim isn't there also another aspect to take into concideration. If the price increase too much, a bunch of people won't be able to buy it. Some of them might buy another Red product and some might choose other brands and solutions. Couldn't that be a potential loss, and therefore important to take into concideration?

[Jeff Coatney]

Guys, Epic is the heart of the program. If all roads lead to Rome, then all cameras are born from Epic. Doing this level of development would be impossible if the team stopped everything and tooled up a production line for yesterday's models. I want the camera, but I don't want a problematic product- I want a well-vetted professional tool. I want it yesterday, but I'd rather have it great than soon.

[Blair S. Paulsen]

Bottom line - Jim's approach is sound from my perspective. One of the great things about RED and why they have evolved so much faster than most companies is that they are product driven not marketing driven.

Digression Alert:

Before I get flamed by all the people that buy the take that RED is all hype I suggest you look no further than this forum to see where the bulk of the hype came from. Just because Jim and the Red Team are making cameras that a segment of the population of camera geeks gushes over doesn't mean that the actual people at RED have lost perspective. Sorry about the rant, but it rankles me when people transfer the blame to an associated party to suit their own agenda, in this case denigrating RED for carefully culled froth from a few enthusiastic fanboys.

In any case, my sense from reading Jim's post is that they will look pragmatically at the available technology portfolio for various elements of the entire camera system and the cost of moving up or down the technology ladder in terms of benefits worth having. Based on the remarkable progress made by RDC over the last 4 years I feel confident that they will work out design envelopes and feature sets that "land" on basic hardware niches in terms of bus speeds, cooling requirements or some other key piece of the puzzle. I think they are also savvy about the real world benefits of creating two very similar rigs from a modular/form factor standpoint and then offering modules with varying capabilities at appropriate price points.

FWIW I think criticizing RED, a company that entered an industry with a history of outrageous margins and choose fair value pricing instead is unfair. I think its also fair to say that the development curve at the other camera companies has accelerated and their pricing models changed since the R1 dropped. So if you do decide to get an AF100 or a F3 you should send Jim a thank you note, just sayin'

Cheers - #19

[Jannard]

But what about when 6 months from now you discover its possible to add another new amazing feature? Then when that's done, and you discover you can do X, which is the next big amazing thing, what do you do? Is the camera going to be perpetually pushed backed? It just seems that it is very cyclical in nature.

Don't get me wrong, I am a fan of RED and am super excited to see what the Epic and eventual EPIC Light/Scarlet can do, im just voicing my worry about why I think the leafs might win the cup before a production Scarlet exists. :)

Good question. We do need to lock down at some point. We just have regarding Scarlet 2/3" 8X Fixed and EPIC-S, EPIC-X and EPIC-M.

The new ideas we have going forward won't be discussed until we are very close to releasing them.

Jim

Jim

[Lee Saxon]

It doesn't matter how many times we say "things are subject to change, count on it"... people remember the numbers and think they were "promised".Jim

I don't take half-asleep 4am recon posts as press releases or promises, and I never feel cheated or lied to when something changes, but that doesn't mean I won't sometimes feel disappointed.

But I think the open communication thing engenders an incredible amount of loyalty and is worth the risk of causing occasional disappointment, and I hope you never stop!

[Joel J. Feigenbaum]

Blair:
Well thought out. Well said!