Very interesting article on the digital transition...

[Gavin Greenwalt]

That "experiment" and "one off sort of thing" is currently the single most popular electronic camera for high end television drama work, the first choice of many productions and something that Panavision can't build enough of to satisfy the coming season's demand.

Not everything has to be mass market to be successful.

Right but do they really want to get into the camera design business? I just meant they seem more interested in buying exclusive rights to a camera and finally getting a digital cinema camera that actually matches the needs of their customers than actually being in the business of designing cameras. If someone came along and produced a camera that met all their needs I imagine they would just pick that up and use that instead.

When they started the genesis project nobody was producing the camera they wanted--so they helped make it. The camera manufacturers are starting to get their heads in the game so I'm uncertain we'll ever really see a Genesis 2. Panavision is simply interested in providing the best tools to their customers.

Maybe they do. But I don't see them ever being anything more than a consultant since most of their knowhow is in workflow, mechanics and optics.