In a sea of 4K announcements, and sailing serenely against the tide of opinion that the days of sub-4K cinema cameras are gone, ARRI has produced glorious-looking showreel for its Alexa camera; a taster for the plethora of projects it's been chosen for
Could the Amira be the ultimate indie digital cinema camera?
A new, fairly expensive ENG-style camera that's only HD resolution? But it has the same sensor as the most sought-after camera in Hollywood (according to the Oscar nominations)!
It seems you can't launch a car without a star these days. We've had Daniel Craig doing the honours for Range Rover and now it's Damian Lewis's turn for Jaguar.
It looks like soon it will no longer be a matter of choosing between the visual qualities of the Arri Alexa or those of 4K resolution. A recent statement seems to suggest that it might soon be possible to have your cake and eat it