A Year in Review, What has Changed? Part 3

This is the final part of the year in review, in this posting I am going to focus on the use of technology and how it has helped us over the course of our first year.


Keeping up with technology in the film/commercial/web industry is key to being successful with your clients. Myself along with my editors, cinematographers, and crew are always keeping up with the changing lenses, cameras, and software. It is necessary to do this because it enables you to be able to get the best possible footage on the market, and possibly set a precedent when clients are looking over your work. You also might be able to use particular new technology or software to save you time and money. For example the new Black Magic Pocket Camera will be coming out in July for 1000 dollars, this type of camera for a specific type of footage might be perfect for certain companies, however for others you might need a RED Epic or an ARRI Alexa to shoot a higher quality image to fit your clients needs. However if you don’t have the knowledge of this technology then you are not able to take advantage of it. 

One big mistake that production companies make is that they think cheap technology and high quality stats of a particular camera will result in an easy way to get spectacular looking footage. This is however a common misconception. While it is true that technology is getting cheaper for cameras and the quality of those images are increasing it is the professional that knows how to get the most out of that technology that will make you see the biggest difference in quality. 

If there was one thing I would suggest it is to rent the particular camera or lens you want buy and experiment with it for a day. There are so many rental places around Toronto to get equipment and usually if not all the time they will have the latest camera. This allows to see what kind of look is necessary for you and your company and could save you thousands of dollars in the long run. I have included a list with all of the numbers of Rental places below. 

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