The RED Diary, Day Four

Editor's Note: The following is part of a two-week series of guest entries authored by Mark Pederson, Owner and Executive Producer of Offhollywood Studios, about his experiences with the very first two RED cameras to hit the public market. The RED is a boundary breaking technology that offers unparalleled HD imagery in digital format at a price point 1/10th that of similarly equipped cameras.

Monday morning 6:00am. I am drinking a nice, strong cup of coffee and thinking out how much this camera is going to change the industry.

This is disruptive stuff. REALLY disruptive.

There is a small, but vocal group, on a web forum dedicated to cinematography that has consistently attacked RED since Jim Jannard announced he was building the camera. This is the same group that said it was "vaporware" and that said RED would never ship a camera. Now, this same group has resorted to attacking the people waiting for their cameras (reservation holders) who post on www.REDUSER.net. I think that's a bit sad.

There are some very big companies that make HD cameras that are loosing more than a few orders as I type this. We are talking about millions and millions of dollars.

Conversations and comments made recently by sales reps from the two biggest HD camera manufactures, verified by some people whom I trust completely, have resorted to personally attacking Mr. Jannard and really pushing the "who is RED?" and "how can you trust them"? I think that's a bit sad. And desperate.

I am sure that I am going to start to draw some criticism myself as I have been very vocal about my belief in this new technology and a bit "provocative" -

Check this thread out - but after all - this is business. I need as many people to know the name OFFHOLLYWOOD as possible. So, if that means I have to shake things up a bit with a provocative post on a web forum, and some people strongly disagree with my comments, so be it. My company believed in RED and Jim's vision from the moment we found out about it. After Ted Schilowitz told me about the project, I asked him a few questions, he answered. I looked at him for long moment shaking my head. He looked me in the eye and smiled - and at that moment - I bet the farm. We took a risk. We took a risk last Friday when we picked up our cameras.

No risk, no reward.

Now, for a short time, we are a monopoly. For the time being - if you want to shoot RED 4K in New York City, we are the only game in town with multiple cameras, support and tested workflow.

That won't last forever, RED wants to see thousands and thousands of cameras in the marketplace as quickly as possible. The entire Offhollywood team is working around the clock to assure that we are EXPERTS on all things RED. We are committed to being a complete "solution provider" for 4K production and post specializing in these cameras. We are carving out a new niche around this very, very disruptive technology.

As soon as RED's SUPPLY can meet the DEMAND (back-orders/reservations)

- and a producer or production company can purchase a camera and get it with-in a week, the rental market for these cameras will disappear almost overnight. I am glad I am not a traditional rental house.

Technology is moving fast. It is NOT going to slow down or stop. No matter what you think or do. Computers get faster and cheaper.

Software gets cheaper and more powerful and easier to use. Digital cameras will get better. You can't stop it. The ONLY question is - who will make what the MARKET WANTS?

Jim Jannard has done something I don't think has EVER been done before. He, and his small team of amazing mad scientists, developed a disruptive technology in front of everyone. Right under everyone noses. He told everyone what RED was going to do. He took feedback directly from his potential customers every step of the way. It was practically open source development.

Red has shipped cameras. Offhollywood is shooting stunning images with these cameras. Every day. Major motion pictures are shooing with them now. Before the first units shipped, there were over 2000 cameras ordered. Mr. Jannard has created a CULT OF RED. People are very passionate about this camera.

We took one of our cameras down to the South Street Seaport on Friday to shoot some very, very basic shots for a major studio as part of a camera test. Within moments, people identified the camera and started shouting "Is that the RED!!! Yes!! It's a RED!!".

This is a camera with FANS. I think that speaks volumes.

Jim Jannard knows how to build a brand. He knows how to build excellent products. Look at his track record. He started Oakley with $300 and sold it for 2.1 BILLION DOLLARS.

My Grandfather liked the races. He always told me ... "Don't bet the horse ... always bet the jockey."

I am glad Offhollywood bet the farm on RED.

Tomorrow I'll post about workflow and the amazing power of 4K Redcode Raw - stay tuned to zoom-in...

- Mark Pederson