NAB13- RED Acquires Element Technica

[Shadi Abu Sharar]

Waw this is Great

 

[Shadi Abu Sharar]

This is Really Great News and Hope More good news to come

 

[Shane Kelly]

I hope that ET will be left alone to do what they do best and also still sell add-ons for other cameras. Their micron line is fantastic, a rethinking of an industry standard but not so redesigned that it doesn't play nice with existing equipment.

 

[Zul Y]

I hope that ET will be left alone to do what they do best and also still sell add-ons for other cameras. Their micron line is fantastic, a rethinking of an industry standard but not so redesigned that it doesn't play nice with existing equipment.

Agreed. That powered riser for the new cameras looks good. Perhaps a powered riser for Epic/Scarlet in the future?

 

[Brook Willard]

This is great news, and a long time coming! Congratulations to both parties.

 

[Scott Shropshire]

Congratulations to all!!! Everyone benefits from this. Go Red Element!

 

[Roberto Lequeux]

This is major. Love it! Congrats to both parties. Only great things can come of this for all involved!

 

[Emmanuel Cambier]

Interesting news, the best to you guys.

Emmanuel

 

[Hussain Neissi]

Cool!!!

 

[eric schneider]

This is great! Congrats!!

 

[Jay Kim]

Was 3ality included?

Red only acquired 2D camera accessary division from Element Technica and 3ality is keeping all 3D lines from old Element Technica.
http://variety.com/2013/more/news/red-camera-acquires-2d-gear-biz-from-3ality-technica-1200334447/

 

[David Carstens]

Will ET still manufacture AKS for non-RED cameras?

 

[Stephen Williams]

Will ET still manufacture AKS for non-RED cameras?

I suspect it's profitable so it would be silly not to, someone else will only move in and pick the $$$$$$

 

[Andrew Salter]

I hope this means RED Europe will stock all RED Element as there is a very sad lack of purchasing these products in Europe without going direct to the USA.

Europe outlet need!

 

[Brett Reynolds]

Can't wait to see an Alexa with Red logo rigging all over it.

 

[Joey R.]

i thought was or was lead to believe that ET was bought by 3ality? what gives?

Sorry its taken so long to reply. I will get to all the questions I assure you

In the meantime, yes we were acquired by 3ality Digital in August of 2011. As of NAB 2013 we are now part of RED with all of our 3D rigs (Atom, Pulsar, Neutron, Quasar) staying with the 3ality folks. ET is all about camera accessories once again.

 

[Joey R.]

Makes a lot of sense considering how closely you were working together. From a customer perspective will there be big changes with ET? E.G. will you be eliminating redundancy in store items or can we still choose between say a RED bridge plate and an ET bridgeplate?

Hi there Gavin. Actually we will continue to do what we have been doing. Making camera accessories for professional cameras and also working closely with RED to continue working in tandem. The Meizler is where things started. If you have seem the lens drives you can see where things are going.

 

[Joey R.]

Was 3ality included?

No, 3ality is its own group and will continue to do business as such. The 3D world is still booming

 

[Joey R.]

So red is selling accessories for Sony camera's

thats an olive branch if ever i saw one!!

Well Element will be. We've had the relationship for a long time and we don't want that to go away. If ARRI can sell F55 accessories then so can we

 

[Joey R.]

I hope that ET will be left alone to do what they do best and also still sell add-ons for other cameras. Their micron line is fantastic, a rethinking of an industry standard but not so redesigned that it doesn't play nice with existing equipment.

ABSOLUTELY! The Micron has been our passion project for a very long time. Over three years now. In fact if you are liking the Micron then it may help to hear that we now have a new Micron 501 Dovetail. This dovetail has the same bottom profile of nearly the entire Manfrotto product line of heads. Same direct entry with the same Micron top profile to fit the existing Micron BridgePlate.