Sony PSA Group Goes Hollywood at Cine Gear Expo

by Tom 06/07/2013, in Sony Professional

Sony’s Professional Solutions of America (PSA) group rolled out the red carpet at Cine Gear Expo 2013, unveiling new technologies and more than a few surprises for the industry attendees.

The festivities started on the show’s first night, with an exclusive 4K screening of the Sony Pictures’ new release “After Earth,” shown on Sony’s 4K digital cinema projector. The movie is the first major feature to be shot with the 8K camera – in fact, the first seven F65 production models ever delivered were used on location – and the event drew a crowd. Lines stretched around the Paramount Theater until seating capacity was exceeded. Extra attendees were invited back the next evening for a repeat screening – which also quickly reached overflow capacity.

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The excitement carried over into the Sony booth on Saturday, where the full ecosystem of 4K technologies was on display – from the F65, F55 and F5 cameras, to the NEX-FS700 4K camcorder with new 4K RAW recording capabilities. Sony’s consumer 4K TV technology demonstrated — in stunning picture quality — the ability of 4K to elevate the home entertainment experience. Sony consumer digital imaging products, including the new Action Cam point of view camera completed the picture.

The event was more than just a celebration of Sony’s new 4K technology. It highlighted the emergence of 4K as a true production and entertainment format. “After Earth” is the latest movie shot with the F65 to hit theaters, joining April’s “Oblivion” and the upcoming “Smurfs 2,” “About Last Night” and more in the coming months.

The F55 and F5 are also constantly busy shooting movies as well as TV series, commercials, documentaries and more, so look for more Sony 4K content coming soon.

The Cine Gear activities ended on a high note at Sunday’s “Practical Shooting with the Sony F5 and F55” Master Class, led by veteran videographer and storm chaser Alister Chapman at Sony’s Digital Motion Picture Center. For three hours, the packed house explored the ins and outs of the newest Sony 4K professional cameras, learning first-hand just how easy it is to work with the cameras’ 4K output.  The interactive session included Alister taking questions from the attendees throughout, and attendees were able to see footage that Alister shot played back on the DMPC’s 25-foot screen using a Sony 4K projector.



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