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Why RED is skipping NAB Show for Cine Gear in 2017

Matt Gottshalk

Matt Gottshalk

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http://www.redsharknews.com/business/item/3540-why-red-is-skipping-nab-show-for-cine-gear-in-2017



RED President Jarred Land has revealed the company's convention plans for next year, including a change of venue for its flagship roadshow.

NAB Show may reign supreme as the biggest and most important film and broadcast technology convention, yet it can be a significant challenge for companies to communicate their messages effectively to current and potential customers in the face of so much other news from scores of manufacturers.

Here's Land's own explanation: "I know some of you plan your travels way, way too far in advance, so I just wanted to give everyone a heads up that didn't hear it already, next year we are going to bail on NAB in April and instead move our entire roadshow to CINE GEAR in June...which we feel has grown to become a much, much, much, much, much, much better show for us and our customers."

Most major film tech and equipment manufacturers use NAB Show as a launching pad for its new releases and upcoming products. Yet such a strategy assumes a very competitive landscape, with mounting pressure for these companies to schedule their exhibits in such a manner to warrant 'talk of NAB'-status. However, there's something to be said for the opposite approach.

By ignoring NAB, a company like RED can essentially dominate the news cycles around the much smaller Cine Gear. This year, the talk of Cine Gear 2016 was the Panavision DXL 8K camera, which fittingly, utilizes a RED Dragon sensor. I can personally attest to the large crowds around the Panavision / Light Iron booth that exhibited working demo units of the DXL.

By skipping NAB Show 2017, RED will save itself the expense of traveling to Vegas. Instead, it seems that RED will pour its resources into making Cine Gear a more important event for its own products. In addition, RED can see what other manufacturers communicate during NAB and perhaps adjust its exhibition plans accordingly. But the biggest advantage may be in the ability to tease new products during NAB, in the form of press releases or, as is the custom with RED, through its user forum. I can almost see the RED headlines, released during NAB, for new p
 
After attending both, NAB & Cinegear for the past 9 years, I can say with great pleasure that I support 100% RED's decision to bail on NAB and instead go the Cinegear route, and with it's power make it an even bigger better show... And not because I am now walking distance from Paramount, but because there is something to be said about the open fill of Cinegear and the way the attendees enjoy this show vs. the eve crowded over advertised and in your face product showcasing platform...

So here to next year's "BIGGEST & BADDEST" Cinegear event... ;)
 
NAB will be a different experience without the RED booth. Technically, it's a venue for the broadcast community, but kinda grew into a larger diverse meeting place. RED is now a juggernaut in the space. The DSMC2 products were successfully launched on its own. Forums, blogs and other online news outlets are constantly covering new exciting stuff. As noted, the brisk jog across town will be less costly than schlepping gear and personnel across state lines. And LA does have a beach.
 
You see a lot of guys in suits and ties, a lot of people that you would never see on a film set

It would good to see post production follow suit and have a bigger presence at CineGear
 
Why not attend both?!

Yes NAB seems like the suits and executive type, but I don't see the harm in having them see RED's technology and hopefully get impressed by it. Those same suits might be folks from Netflix and buyers of films. They might be broadcasters that one day stop thinking that Sony is the only game and think differently about other brands in the broadcasting world. Red's third party eco-system suppliers might prefer NAB because they are based in Europe or Asia and possibly more clients visit NAB (for multiple reasons than just Cinegear). Obviously this is all speculation but it leads back to the question, why not both?

Maybe less presence at NAB and more at Cinegear perhaps?!
 
I'll be making a trip out to Cine Gear next year. From what you all have said, it definitely sounds more like my kinda people. :)
 
NAB has gotten way too consumerized and filled with the nofilmschool types, so it makes sense that they are upgrading to CineGear
 
I think beating up on NoFilmSchool is sad... Jarred is tired of the Vegas scene and sees the vitality of the CineGear world.... It is more cutting edge than NAB can be... It reminds me of how CineGear replaced Showbiz Expo.... Showbiz expo lost its way and got too greedy
 
I always wondered how shows and conventions could really be healthy as a marketing tool, this just confirms it. Too big with too many big names clutter everything. I think it's a good move and perhaps I'm gonna book a vacation next June :)

Peter Lyons Collister said:
I think beating up on NoFilmSchool is sad... Jarred is tired of the Vegas scene and sees the vitality of the CineGear world.... It is more cutting edge than NAB can be... It reminds me of how CineGear replaced Showbiz Expo.... Showbiz expo lost its way and got too greedy
Click to expand...

Yeah, I like NoFilmSchool, it definitely is focusing on the passion of filmmaking instead of making everything "all-business". But I do get the point about the members of NoFilmSchool, there are some pretty out-there comments and misinformation and know-it-alls that really know nothing. Sometimes even the writers of the articles publish stuff that aren't correct. So I would like the place to clean up and become a bit more professional in it's research and journalistic side, even though that might reduce the "passion" part of the site.
 
I agree with the main focus being on Cinegear, but I'm thinking a small multi-presence of/with third party accessory makers along with Red cameras as their focus... in one booth like this year, would be in order.
 
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Bob Gundu said:
Sounds like what Apple did when they pulled out of Macworld after 25 year.

http://www.macworld.com/article/1137587/macworldexpo.html


You essentially aren't tied to releases based on a tradeshow, and begin promoting your own events.
Click to expand...

Apple was once a big NAB attendee too.
My problem with NAB is all the vapourware that's coming in "September" and not actually shipping. Basically, you end up spending four days of your valuable
time there and not feeling entirely good about it.

Cinegear for Red will be the biggest baddest party booth ever.
Who hoo. This "Jarred" guy is on fire. Hey hey.
 
NoFilmSchool = NAB = Raven

No shame there
 
NAB is a massive event and it's still a good event. I get the feeling however a lot of people who stroll through RED's booth are more about looking around because so many different types of people attend NAB.

Cine Gear however seems to always be mostly people who work with cameras in one way or another. Big fish, little fish, swimming in the water. The vast majority of Cine Gear is also filled up with stuff you use on set on productions.

Plus it's next door to RSH.

Another plus.

In N' Out trucks :)
 
I've gone to over 20 NAB shows (starting in the early 80's...not in a row). They are even more massive now than they used to be back then. In all that chaos, it is hard for any company to cut through all the "noise" and get their message properly heard by the people they are trying to reach. I think it is a brilliant idea for RED to move away from that madhouse and be a much bigger fish in a smaller pond.
 
I go to NAB for people... Will be bummed if RED doesn't attend anymore though. Someone needs to be there to control the BlackMagic sprawl into the South Hall. ;)

Over the past several years now, most of the people I go to NAB to see are RED community people. I suppose if the RED community as a whole makes a transition to Cinegear, then I will make more effort to attend there.

In terms of seeing equipment that I would use myself, Cinegear is the hands-down winner over NAB.

I do think RED should maintain a NAB presence though, if nothing else, have a smaller booth with some hands-on for the cameras and demo reels running. At least be there. Lots of people will still attend NAB and then not understand why RED isn't there. Cameras, even the more cinema-oriented ones, are still relevant to most all who attend NAB. With the exception of those goofy radio guys...
 
Maybe it's too early to start planning for June 2017, but I was wondering if anyone could provide insight on Cine Gear 2017 passes, etc. since I've never been. Sometimes there were free passes to NAB (if I remember right). Any possibility of this at cinegear?

And it looks like the exhibits run from June 2-3. Should I plan for two days or can most everything be seen in one day?
 
Matt Hall said:
Maybe it's too early to start planning for June 2017, but I was wondering if anyone could provide insight on Cine Gear 2017 passes, etc. since I've never been. Sometimes there were free passes to NAB (if I remember right). Any possibility of this at cinegear?

And it looks like the exhibits run from June 2-3. Should I plan for two days or can most everything be seen in one day?
Click to expand...
You can easily do it in a day. Its a small venue on the back lot of Paramount Studios.
 
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