DP Archives - ETCentric

Arri Brings Amira Digital Camera to Burbank for Early Preview

By Rob Scott
February 4, 2014

In advance of Amira’s launch at NAB, Arri has sent four prototypes of its new digital camera on tour. One camera is visiting the company’s Burbank facility for early previews and limited testing. The $40,000 shoulder-mount Amira, which uses the same imaging sensor as Arri’s $75,000 Alexa digital cinematography camera, is expected to ship in April. Lighter and smaller than the popular Alexa, the Amira is intended for productions such as documentaries and TV news magazine programs. Continue reading Arri Brings Amira Digital Camera to Burbank for Early Preview

Creativity: Cinematographer Explains the Future of Technology is You

By Rob Scott
November 14, 2011

DP Art Adams discusses the future of technology and the importance of creative talent behind its use.
“Honestly, I’m not so concerned about our technological future: things will always get better, faster and easier over time. My concern is how we, as humans, will relate to technology,” writes Adams. “The last few years have seen a shift in focus from the people to the tools, and that’s a dangerous path to follow.”
“As cinematographers we should be selling ourselves on our unique vision and abilities, but instead we often find ourselves selling gear,” he comments regarding what he sees as a disappointing trend.
“Somehow the focus must be shifted from the technology back to the people who use the technology, because that’s where all the creativity is.”
Adams suggests producers and directors use the same approach that he uses with his own crew: 1) Hire good people who can do their jobs better than you can do their jobs; 2) Tell them what you want; 3) Tell them the parameters (time, budget, etc.); 4) Let them use their creativity and years of experience to solve the problem in their own way; 5) Repeat.