- Thread starter
- #141
ignition
Well-known member
- Joined
- Mar 6, 2008
- Messages
- 226
- Reaction score
- 0
- Points
- 0
- Location
- Victoria, Australia
- Website
- www.ignition.com.au
I might get flamed a little (or even, a lot) but IMHO prior to RED, Arri gear was insanely expensive and entirely out of reach for all but the elite owner/operators. It was fairly much a rental market. RED built an Indie+Pro owner market riding the digital revolution wave that has made pro production aesthetics for a significantly broader base of owner/operators a reality. I do suspect there's a bit of reluctant heavy discounting going on there in recognition of the changed market conditions and customer base. If RED wasn't in the game that Arri Ti PL mount for a digital camera would probably be some $6-7k item that you hired from rental houses. It's $1500 because they realize the market, technology and customer base entirely shifted beneath their feet.