I'm in that 30s-40s set myself, Matt. But you're not wrong that there's a big taste for vintage-- the last thing I worked on for a younger director was on Speed Panchros (we were explicitly going for "vintage Hollywood"), and a horror short for 20-somethings a year ago was Alexa with Super Speeds (partially for the nod to 70s/80s horror). I believe that a lot of young filmmakers making music videos and short films like to mix it up with vintage glass, 8mm, 16mm--the works.
But as the larger format sensors come in, I know the kind of producers and directors who are just gonna want it, and that means different glass, too. I worked on something last summer that was Venice with Tokinas and Angenieux EZs. And I'd bet that the producer of the web series I shot last year with Ultra Primes (which I like to think are somehow neutral but not sterile) on Scarlet W and Epic Dragon would now want to do "full frame" if we were starting to plan it today-- it would just feel like a reachable version of the next big thing.
I might be wrong about this, because I'm not a commercial director or producer, but I'd imagine that a lot of those pitch books for ad campaigns for hip brands include a line like "new large format cameras (as seen on big movie/TV show X) immerse the viewer in the world..." next to a medium shot where the character really pops out of the background. (And which could have also been achieved on an 85 on super 35...)
Oh god I'm getting old. I have not worked with Venice, Tokina, or Angenieux EZ but two of those three sound like they probably look fantastic even if they are not my style. I wouldn't know.
To me the unaddressed factor with lens choice is lighting. The last few shows I worked on with ultra primes and 24-290mm or master primes were literally made-for-tv movies or just lit really high key. A K35 or Cooke will look washed out and fuzzy under those same high key circumstances, but that same washed out/fuzzy look can salvage something shot in harsher natural light or complement something lit less conventionally. Imo. As someone whose personal work has a catering budget at best, you can guess what I gravitate toward. Vintage all the way. (Although actually my favorite style is probably Kaminski's which is modern lenses, high key lighting, insane diffusion filters, and ENR and whatever. Anyone been on a Spielberg set? Does the lighting feel high key or high contrast or is it in between like high key with also weird blown out hotspots? I think this might be the hardest look to emulate on a budget, though.)
Interesting point about pitch books. For someone who works so closely with people who write them, I've managed to stay far away.
I'm curious about this new S35 4k+ Alexa, though. I think it would probably pair better with Cooke than Zeiss but will possibly renew/maintain interest in the S35 format and I have a suspicion a lot of these younger directors growing up on S16 will start exploring 35mm rather than switching to digital. The generation growing up more on YouTube might gravitate toward the cleaner higher res look, but the question is whether they will just stay on YouTube, given it probably pays better at this point. I should start a vintage lens channel but shoot it on Sigma Art.
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