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WILL THE ARRI AMIRA TAKE OVER THE WORLD?

  • September 2, 2014
Arri Amira 4K Video Camera

It is with great fanfare that the Arri’s latest digital cinema camera lands on the market. Arri’s previous camera, the Alexa, was released a few years ago and has quickly become the go-to machine for commercial advertising and political productions. Aside from Hollywood, these were the circles that had been the last holdouts for 35mm film. Of those who had switched to digital, the RED One or RED Epic was the best camera available for approximating the quality of 35mm film. But the RED cameras are also incredibly over-complicated. And that’s just on the front end. The back end? Forget about it. When the Alexa arrived, it came as a stripped down gray box with minimal buttons. I had an AC tell me once it…

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