ARRI's New ALEXA HD is a 'Budget' Version of the Industry-Leading Digital Cinema Camera

Want that sweet ALEXA look but can’t quite afford the full price to buy one? Or need the rental to be just a little cheaper? What if you don’t need that fancy schmancy RAW option? Then the new ARRI ALEXA HD might be in your immediate future. ARRI has taken everything that’s good about the camera series — like the 14-stop 800 ISO sensor, 10-bit Log-C ProRes, SxS cards, and the intuitive menu system — and is passing the cost savings on to the customer. Here is AbelCine’s Mitch Gross explaining exactly what this camera has to offer for users who want their ARRI just a little cheaper: 

So what about price? This isn’t going to be Canon DSLR affordable (obviously), but it is a good $10,000 to $20,000 cheaper than a comparable setup from one of the lower-end ALEXA models that has the ability to shoot RAW. It was looking like this might be a steal for the hardware at around $30,000 for body, but it must be purchased with a few key components that bring the price up a bit. Thanks to Katie Shipsides from AbelCine for the clarification on Twitter (AbelCine is selling the camera exclusively for ARRI):

Alexa HD Body Only is $30,300 but MUST be purchased w/ ProRes Codec, ALEXA SxS Module, ARRI QT File Format = $44,008

AbelCine has a starter package available for $65,000, but you might be able to find a used ALEXA with RAW for somewhere around that price. The base price, however, is probably the cheapest you’re going to find an ALEXA that could theoretically shoot with some cards and a battery, but this will likely appeal to shows already using ALEXA, who want a few additional cameras but don’t need the extra capabilities, like the 4:3 sensor or RAW of higher-end models. We’ll see if it will do anything to bring back users who might be moving to the F55, but I think if ARRI had figured out a way to get a full starter package under $30,000 they’d really be putting serious pressure on Sony and Canon.

Links:ARRI ALEXA HD Body 

Digital technology is racing to replace celluloid in the theatrical space at an incredible pace. With many of the top professionals in the industry moving solely to digital, the landscape is changing drastically. Just recently we had one of the more respected cinematographers working today, Roger Deakins, talking about his experience using the Arri Alexa. Now, Ridley Scottgives us a little bit about his experience working with the RED EPIC in 3D and also explains how we can get people back into movie theaters:

Often bigger Hollywood movies are the ones that get the huge screen (IMAX) treatment, but what’s interesting is that even smaller movies can benefit from a giant screen. This is something that has been mentioned about Christopher Nolan’s Batman films that have used IMAX extensively. Small, quiet moments are amplified when a face is 100 feet tall. While not quite RED’s intention, there is something to be said for extremely high resolution in that case, as humans are very sensitive to small movements in a person’s face. I generally prefer a digital image that feels closer to film without the “side effects” of silver halides and celluloid, and that usually means sharp without being “too sharp.” Digital also has the ability to reach into the darker areas of an image like we’ve never been seen before, and it lets DPs light in a far more realistic way — especially since the cameras are so sensitive to light.While a partial advertisement for RED, the video above played before Loom at NAB 2012. Watching Loom on RED’s 3D projector — which utilizes lasers to achieve a truer frame rate without utilizing triple flashing — was the least distracting 3D experience I’ve ever had. 3D may be losing favor among consumers, but there have been only a few films over the last few years that have really tried to take advantage of the format as a storytelling tool. Of course, the biggest takeaway from the video is that Ridley doesn’t necessarily advocate 3D as a way to get people back into the theater, but better stories first and foremost, and then pristine picture quality and excellent audio. There’s no question we can all strive to make our stories better, and the digital camera is simply another tool to help facilitate that.

by joe Marine Link: Ridley Scott — RED Digital Cinema — Vimeo