Topics
recent
AI
Amazon
Image Credits:Red(opens in a new window)
Apps
Biotech & Health
Climate
Image Credits:Red(opens in a new window)
Cloud Computing
Commerce
Crypto
Enterprise
EVs
Fintech
fund-raise
widget
game
Government & Policy
Hardware
Layoffs
Media & Entertainment
Meta
Microsoft
privateness
Robotics
Security
societal
blank
Startups
TikTok
Transportation
Venture
More from TechCrunch
Events
Startup Battlefield
StrictlyVC
Podcasts
picture
Partner Content
TechCrunch Brand Studio
Crunchboard
touch Us
Ever heard of Oakley Sunglasses ? The hombre who institute that — Jim Jannard — became a billionaire after sell a slew of sunnies , then belong on to foundREDdigital cinema , one of the first major digital cinema camera brands . Today , Nikon Corporation has announced its correspondence to get the camera manufacturing business , turning into a completely owned subsidiary of the Nikon Corporation .
The society was founded in 2005 , and was a reaction to television and motion-picture show cameras being catch between a rock and a hard place : Digital production workflows were becoming more and more popular , but the other digital TV cameras on the market simply were n’t cutting it to reach the quality bar for gamey - terminal video and low - end movie production . The goal of the company was to make a 4 K digital movie theater camera that was both innovative and comparatively affordable — a immense leap over the rife 2 K standard at the time .
The RED company set out to acquire a sensor that could match the high lineament of DSLR cameras ( peculiarly in low-pitched visible radiation ) without compromising underframe rate . This sensor ’s strong-arm sizing was comparable to analog movie , bridge the interruption between digital and traditional motion picture production . The first resultant were showcased at the 2006 NAB Show , where Jannard announced the RED One camera , directly capture the industry ’s attention and possibility for preorders . The camera ’s potential was further prove in 2007 by film director Peter Jackson ’s short celluloid “ traverse the Line , ” shoot with image RED One camera . This short film win over conductor Steven Soderbergh to shoot his film “ Che ” with RED technology , marking a substantial milestone in digital cinema .
Once the camera started ship in earnest in August of 2007 , RED promptly became the television camera stigma to flap for television and movie product , and many of us who were following the photography industry early on get very mad about the camera . This was the first actually usable digital video photographic camera which shot in a raw telecasting formats ( give a plenty more margin for the redaction process ) , and combining that with concretion algorithmic rule that made the enormous amount of data generated by the camera realizable .
Despite Jannard ’s retreat in 2013 , RED ’s bequest of institution continued under the leaders of Jarred Land . The party ’s tv camera became a staple in the moving picture diligence . The company ’s cameras were used to film more than 25 % of the top 100 gross films filmed on digital video in the U.S. scud on digital video recording by 2016 .
Nikon ’s acquisition of the tv camera brand is monumental and strategically extremely shrewd : Canon has long had a solid footing in the industrywith its century - serial cameras , andSony ’s movie theater - line camerashave been diligence loyalist , whileFujifilm — well , you ca n’t walk around a film fix for long before bumping into one of their offerings .
RED ’s cameras are a logical and important addition to the Nikon brand — it ’ll be interesting to see what RED can do when it is second by a Nikon budget .
