What is CRAFT? at DVinfo.net

Chris Hurd · December 20th, 2015, 07:40 PM

Mysterious, and interesting...

Quote:

"Releasing to the public in 2016, the CRAFT system will revolutionize the way we use digital cinema cameras. Designed by video & film professionals for video & film professionals, CRAFT challenges the status quo delivering an innovative design, smart functionality and endless flexibility. Join the revolution!"

See this: A Revolution Is Coming. An innovative digital cinema camera, starting under $1,000

Based in Atlanta, headed by Scott Bragg: https://www.linkedin.com/in/scott-bragg-6b87b936

Andrew Smith · December 20th, 2015, 11:59 PM

Well, it's got a snazzy logo so it's gotta be good. :-)

Andrew

Buba Kastorski · December 21st, 2015, 10:02 AM

i don't expect decent cinema camera for under $1K price tag, not in 2016, when 4K is a must

Brian Drysdale · December 21st, 2015, 10:39 AM

Bear in mind that the Arri Alexa isn't 4k and is used on major feature films.

Jon Fairhurst · December 21st, 2015, 12:14 PM

What is CRAFT?

I believe that it is the word that precedes "services".

That said, I'm curious to find out what they are planning.

Charles Papert · December 21st, 2015, 12:47 PM

Quote:

Originally Posted by Buba Kastorski

i don't expect decent cinema camera for under $1K price tag, not in 2016, when 4K is a must

Their single tweet indicates both HD and 4K cameras, so presumably the sub-$1000 is the HD one. Pretty modest pre-hype for this day and age.

Jim Michael · December 21st, 2015, 04:29 PM

I hope it's an acronym. I love it when a new meme is born. New client?

Chris Hurd · December 21st, 2015, 04:53 PM

Quote:

Originally Posted by Charles Papert

Pretty modest pre-hype for this day and age.

Indeed. In this day and age, I actually welcome modest pre-hype.

Chris Hurd · December 21st, 2015, 04:54 PM

Quote:

Originally Posted by Jim Michael

New client?

For DVi? Not just *yet.*

Andrew Smith · December 21st, 2015, 05:16 PM

Over in Australia, Kraft is a brand of cheese.

Now, if this thing has a heap of ventilation holes in it I may even affectionately think of it as a cheese grater. :-)

Andrew

Dylan Couper · December 21st, 2015, 05:38 PM

Lame hipster marketing is lame.

Sorry.

Show up with a toy or go home. The year of the teaser was... when did Red pitch the One? Back in 2007?

Andrew Smith · December 21st, 2015, 06:08 PM

It's a POV cinema camera. Unfortunately the voice-over quality isn't very good.

Andrew

Paul Cascio · December 21st, 2015, 07:42 PM

Well played, Andrew.

Peer Landa · December 21st, 2015, 11:19 PM

Quote:

Originally Posted by Buba Kastorski

i don't expect decent cinema camera for under $1K price tag, not in 2016, when 4K is a must

At $1k -- perhaps this isn't a camera at all...?

Hipster marketing? Oh-so 2013 -- pleeeeeease!

-- peer

Lawrence Bansbach · December 22nd, 2015, 01:20 AM

I really hope it's not a small-sensor Osmo- or GoPro-style camera. We need high dynamic range, a global shutter, reasonably high ISO, onboard raw acquisition, and decent, 10- and 12-bit codecs. And please, please don't go the modular route. That would only increase costs and compromise ergonomics.

December 20th, 2015, 11:59 PM	#2
Andrew Smith Equal Opportunity Offender Join Date: Feb 2009 Location: Brisbane, Australia Posts: 3,068	Re: What is CRAFT? Well, it's got a snazzy logo so it's gotta be good. :-) Andrew

December 21st, 2015, 10:02 AM	#3
Buba Kastorski Trustee Join Date: Jun 2007 Location: Toronto Posts: 1,414	Re: What is CRAFT? i don't expect decent cinema camera for under $1K price tag, not in 2016, when 4K is a must __________________ I love this place!

December 21st, 2015, 10:39 AM	#4
Brian Drysdale Inner Circle Join Date: Feb 2006 Location: Belfast, UK Posts: 6,152	Re: What is CRAFT? Bear in mind that the Arri Alexa isn't 4k and is used on major feature films.

December 21st, 2015, 12:14 PM	#5
Jon Fairhurst Inner Circle Join Date: May 2006 Location: Camas, WA, USA Posts: 5,513	Re: What is CRAFT? What is CRAFT? I believe that it is the word that precedes "services". That said, I'm curious to find out what they are planning. __________________ Jon Fairhurst

December 21st, 2015, 04:29 PM	#7
Jim Michael Major Player Join Date: Dec 2005 Posts: 895	Re: What is CRAFT? I hope it's an acronym. I love it when a new meme is born. New client?

December 21st, 2015, 05:16 PM	#10
Andrew Smith Equal Opportunity Offender Join Date: Feb 2009 Location: Brisbane, Australia Posts: 3,068	Re: What is CRAFT? Over in Australia, Kraft is a brand of cheese. Now, if this thing has a heap of ventilation holes in it I may even affectionately think of it as a cheese grater. :-) Andrew

December 21st, 2015, 05:38 PM	#11
Dylan Couper Wrangler Join Date: Jun 2002 Location: Vancouver, British Columbia Posts: 8,314	Re: What is CRAFT? Lame hipster marketing is lame. Sorry. Show up with a toy or go home. The year of the teaser was... when did Red pitch the One? Back in 2007? __________________ Need to rent camera gear in Vancouver BC? Check me out at camerarentalsvancouver.com

December 21st, 2015, 06:08 PM	#12
Andrew Smith Equal Opportunity Offender Join Date: Feb 2009 Location: Brisbane, Australia Posts: 3,068	Re: What is CRAFT? It's a POV cinema camera. Unfortunately the voice-over quality isn't very good. Andrew Attached Thumbnails

December 21st, 2015, 07:42 PM	#13
Paul Cascio Trustee Join Date: Sep 2004 Location: Bristol, CT (Home of EPSN) Posts: 1,192	Re: What is CRAFT? Well played, Andrew. __________________ Paul Cascio www.pictureframingschool.com

December 22nd, 2015, 01:20 AM	#15
Lawrence Bansbach Major Player Join Date: Dec 2004 Posts: 295	Re: What is CRAFT? I really hope it's not a small-sensor Osmo- or GoPro-style camera. We need high dynamic range, a global shutter, reasonably high ISO, onboard raw acquisition, and decent, 10- and 12-bit codecs. And please, please don't go the modular route. That would only increase costs and compromise ergonomics.