Andrea Biscaro
Well-known member
Today I cross a new advertising from sony on variety online:
http://www.sony.com/be-moved/index.html?XID=O:[maf]_[8352911]_0_112887743_corp_display#Sony4K
The title is inspiring : ARTISTS AND ENGINEERS TAKE A MOVIE FROM SCRIPT TO 4K ULTRA HD "SCREEN.
"Well", I say to my self, - finally sony will give credit for the birth of 4K at the visionary people and customers that supported Red on this "crazy" adventure-
Then I read the second page of the commercial: "A decade ago, Sony and all of the other movie studios got together for a big meeting. Their goal was simple—to set a new standard in digital cinema, giving it the richness and emotive power of film. This discussion spurred the creation of the first 4K digital motion-picture camera, then the first 4K digital projector and, finally, the first 4K TV. We've been there at every stage, from the studio lot to your sofa."
I not believed of what I read!!.
I know... Is just a commercial and, as the "new big thing" that can increase the sell of television is the 4K, everybody on the business should need to pretend to be the creators of 4k and foresight , "a decade ago", what was the future, but, unfortunately, I remember well what my history university professor use to tell us about the risk of accepting the manipulation of the fact. (for who is curious I suggest to read this amazing book; History and Memory by Jacques Le Goff – November 15, 1996)
A decade ago I had set, 10 years before, my company, I had adopted, since 1994, NLE editing system and I knew pretty well all the digital format.
A decade ago I was 10 years "senior" on the the television production and I had few film experience.
A decade ago I was attending almost every year IBC in Amsterdam and every 2 years NAB (plus all the roadshow that Sony, Panasonic, JVC, Thompson etc, was doing in my country)
A decade ago I was an avid reader of all the article and blog on internet about digital world.
A decade ago the most advanced solution you can buy was Varicam from Panasonic or Cinealta from Sony, obviously you need the tape to record and there was different flaw of HD; viper, D20 from Arri where out of my budget, and genesis from Panavision only for the rental house.
A decade ago the digital reflex where shooting picture at 12 megapixel and with our first canon DSLR we do a sort a timelapse that we transfer on a film for a commercial on the theater (2k).
on 2006 we decide to invest on a camera that look "film like" on digital; we believe that digital was the present and the future, and we where mesmerise from Varicam, for the cinema look.
We where almost finalising the purchase when we read in internet an offer from a unknown company that claim to deliver a 4K camera at less then half of the price of the Varicam; tapeless and film like.
I cut short... We turn down Varicam and put our 1k $ for the 661 RedONE and we went on IBC 2007 to meet the guys behind this company (we where confident about the economical situation because we do research and we discover that the guy who founded the company had just received a lot of money after selling is company to one of our customers, Luxotica, a serious company that we know for sure that deal only with other serious company).
ANYONE THAT WE MEET ON THE FILM AND DIGITAL MARKET (selling, distribution, production, etc.) was, on 2006-2007-2008 and part of 2009, believed and claim that 4K was something that can't be achieve soon and a sort of useless scam.
I love to name the "ANYONE:
The developer of the Varicam, japanese, that we meet on a special presentation on 2006 in Venice (Italy) when we where supporting the launch of the first full HD tv channel in Italy,
The Arri guys on several fair (IBC 2007, NAB 2008, Ibc 2008, NAB 2009, IBC 2009),
Technicolor Italy (2008-2009) that not only state that the 4k was and will be useless, but also that digital projection never erase the film; a quick note, technicolor Italy was printing all the film for the european market... I wrote "was" because now, since 2013 is out of business in italy/europe,
and "last but not least" SONY, the creators of this amazing commercial, that, in several situation try to convince us and other customers, on the 2008, 2009 and beginning of 2010, that the future was the new F35 camera (250k$ for the camera plus hd recorder etc.. more or less 500k $ of investment for camera, lens and editing) and the 2k was and will be the maximum standard, not mentioning that tapeless camera where not possible for high quality images.
At the end of 2014, reading this commercial, make me think that sometime, and this "sometime" is becoming really often, company believe that people and customer are stupid and "true" is what is state "aloud".
Unfortunately I was not invited to the "big meeting" that sony had with all the others movie studios a decade ago, and maybe it really happen (I am picturing in my mind this "big meeting" and I don' know why but i start laughing...
) but if that is true (an I hope that someone on the forum can tell me that this "meeting" happen) is even worst because they try to sell, 4 years after this meeting, super-expensive and obsolete technology (f35) to customer that will never recover his investment (that is what is happen to the unlucky buyers of f35)
The bottom line is: what really change for the customers and me if is true or not if "Sony and all of the other movie studios got together for a big meeting [...] to set a new standard in digital cinema,."?
Maybe nothing or, maybe... that, as a customer, I will be more keen to trust, and buy the products, from a company that is working to bring the best technology available at the best price and not from some company that fake the reality pretending to be a game changer when they where a fierce "enemy" of this technology "a decade ago" and even less, except to change their mind and fake the fact when they realise how wrong they was.
Humility and honesty sometime work better then arrogance and dishonesty.
http://www.sony.com/be-moved/index.html?XID=O:[maf]_[8352911]_0_112887743_corp_display#Sony4K
The title is inspiring : ARTISTS AND ENGINEERS TAKE A MOVIE FROM SCRIPT TO 4K ULTRA HD "SCREEN.
"Well", I say to my self, - finally sony will give credit for the birth of 4K at the visionary people and customers that supported Red on this "crazy" adventure-
Then I read the second page of the commercial: "A decade ago, Sony and all of the other movie studios got together for a big meeting. Their goal was simple—to set a new standard in digital cinema, giving it the richness and emotive power of film. This discussion spurred the creation of the first 4K digital motion-picture camera, then the first 4K digital projector and, finally, the first 4K TV. We've been there at every stage, from the studio lot to your sofa."
I not believed of what I read!!.
I know... Is just a commercial and, as the "new big thing" that can increase the sell of television is the 4K, everybody on the business should need to pretend to be the creators of 4k and foresight , "a decade ago", what was the future, but, unfortunately, I remember well what my history university professor use to tell us about the risk of accepting the manipulation of the fact. (for who is curious I suggest to read this amazing book; History and Memory by Jacques Le Goff – November 15, 1996)
A decade ago I had set, 10 years before, my company, I had adopted, since 1994, NLE editing system and I knew pretty well all the digital format.
A decade ago I was 10 years "senior" on the the television production and I had few film experience.
A decade ago I was attending almost every year IBC in Amsterdam and every 2 years NAB (plus all the roadshow that Sony, Panasonic, JVC, Thompson etc, was doing in my country)
A decade ago I was an avid reader of all the article and blog on internet about digital world.
A decade ago the most advanced solution you can buy was Varicam from Panasonic or Cinealta from Sony, obviously you need the tape to record and there was different flaw of HD; viper, D20 from Arri where out of my budget, and genesis from Panavision only for the rental house.
A decade ago the digital reflex where shooting picture at 12 megapixel and with our first canon DSLR we do a sort a timelapse that we transfer on a film for a commercial on the theater (2k).
on 2006 we decide to invest on a camera that look "film like" on digital; we believe that digital was the present and the future, and we where mesmerise from Varicam, for the cinema look.
We where almost finalising the purchase when we read in internet an offer from a unknown company that claim to deliver a 4K camera at less then half of the price of the Varicam; tapeless and film like.
I cut short... We turn down Varicam and put our 1k $ for the 661 RedONE and we went on IBC 2007 to meet the guys behind this company (we where confident about the economical situation because we do research and we discover that the guy who founded the company had just received a lot of money after selling is company to one of our customers, Luxotica, a serious company that we know for sure that deal only with other serious company).
ANYONE THAT WE MEET ON THE FILM AND DIGITAL MARKET (selling, distribution, production, etc.) was, on 2006-2007-2008 and part of 2009, believed and claim that 4K was something that can't be achieve soon and a sort of useless scam.
I love to name the "ANYONE:
The developer of the Varicam, japanese, that we meet on a special presentation on 2006 in Venice (Italy) when we where supporting the launch of the first full HD tv channel in Italy,
The Arri guys on several fair (IBC 2007, NAB 2008, Ibc 2008, NAB 2009, IBC 2009),
Technicolor Italy (2008-2009) that not only state that the 4k was and will be useless, but also that digital projection never erase the film; a quick note, technicolor Italy was printing all the film for the european market... I wrote "was" because now, since 2013 is out of business in italy/europe,
and "last but not least" SONY, the creators of this amazing commercial, that, in several situation try to convince us and other customers, on the 2008, 2009 and beginning of 2010, that the future was the new F35 camera (250k$ for the camera plus hd recorder etc.. more or less 500k $ of investment for camera, lens and editing) and the 2k was and will be the maximum standard, not mentioning that tapeless camera where not possible for high quality images.
At the end of 2014, reading this commercial, make me think that sometime, and this "sometime" is becoming really often, company believe that people and customer are stupid and "true" is what is state "aloud".
Unfortunately I was not invited to the "big meeting" that sony had with all the others movie studios a decade ago, and maybe it really happen (I am picturing in my mind this "big meeting" and I don' know why but i start laughing...
) but if that is true (an I hope that someone on the forum can tell me that this "meeting" happen) is even worst because they try to sell, 4 years after this meeting, super-expensive and obsolete technology (f35) to customer that will never recover his investment (that is what is happen to the unlucky buyers of f35)The bottom line is: what really change for the customers and me if is true or not if "Sony and all of the other movie studios got together for a big meeting [...] to set a new standard in digital cinema,."?
Maybe nothing or, maybe... that, as a customer, I will be more keen to trust, and buy the products, from a company that is working to bring the best technology available at the best price and not from some company that fake the reality pretending to be a game changer when they where a fierce "enemy" of this technology "a decade ago" and even less, except to change their mind and fake the fact when they realise how wrong they was.
Humility and honesty sometime work better then arrogance and dishonesty.
