Just about the time you have settled into your favorite 1080P camera and think all is well in the world... you look up and discover that 1080P is an obsolete format. Seemingly overnight (if you haven't really been paying attention). 4K (or greater) acquisition and 4K delivery are here. Up-rezzing 5 times is really not a good option.
The clues have been there for quite awhile... even since 2005 when Arri posted that 2K film scans weren't enough... and encouraged 4K scans.
Technology is moving at a high rate of speed. Everything seems to be going obsolete before your eyes. One month there is an announcement of the new Canon cinema C300. 4 months later it is the C500. 1080P just went to 4K. You barely had time to settle in.
There are many 4K cameras that just got announced. Great news for the industry! Which one should I buy/use? What about workflow? Options... choices.
One thing for sure... if you are a Professional, you have to pay attention. That is part of the definition.
We applaud all the new developments. Everything is getting better. It is just getting more complex and expensive as a result.
RED differentiates itself by trying to make it a bit easier. Buy into the system and upgrade your way along as the future unfolds. Upgrade what you need when you want. Sensors, recording media, batteries, monitoring and workflow.
And you can't go wrong shooting RAW. It never goes obsolete. New color science discoveries always apply to RAW. You aren't trapped. Recording to an RGB codec is as obsolete as 1080P.
We anticipated this new world of technology as it relates to image capture. We designed our program around the concept of "everything can and will be made better". Starting with REDCODE RAW and sensor advancement.
We believe in more resolution at every step. We believe in more dynamic range with every upgrade. We believe in higher frame rate options. We believe in smaller packages...
And we believe that our customers should be our long-lasting friends... not our victims.