Has Canon Cornered Itself into a Marketing Nightmare?
The global company Canon is selling its “4k-able” C500 for a whopping $25k, when the underground world is hacking away at its $4k Canon 5D Mark II and Mark III DSLR cameras, giving them the potential to possibly extract RAW 2k, and maybe even 4k files in the future. This has to affect Canon’s business model.
With the advent of DSLR camera hacking, companies like Panasonic, Canon, and Nikon not only have to compete with each other, and new kid on the block, Black Magic, but now they’ve got that geeky wiz-kid you made fun of in elementary school to worry about – close your eyes and picture him in your mind – yeah, that kid. I’m talking about the new bread of visual purists/part-time camera hackers. Big camera companies have to consider this new reality when positioning products in the market place. A solid hack from Magic Lantern could potentially render one of their products obsolete in terms of pricing and features.
It does beg the question, at least for me anyhow, about how much potential is either knowingly or unknowingly held at bay by camera manufacturers in the name of economics –namely: product, price, placement, and promotion.
We all know the imaging sensors inside DSLR cameras are phenomenal, such as in the case with the Panasonic GH2 hack, and that they are more than able to output higher quality than the manufacturers design and meter them to output – so are they trickling in their innovation to keep cash flowing through their business systems? Or is technology moving so fast that they don’t have time to extract the most from their hardware? I’d love to hear your thoughts on the matter.
At the end of the day, whatever technology gives me greater control over the mood, tone, and feel of the stories I tell, I’m all for – and RAW Video files take that control to the next level.
You can download the RAW DNG test files from Nuemann films here: http://wp.me/p2zHqK-4P
Magic Lantern website: http://www.magiclantern.fm/