Lytro's CEO explains why it exited the consumer market

Written by David Shapton

Lytro / RedShark NewsLytro Immerge Light Field VR Camera

This blog post from Lytro CEO Jason Rosenthal helps to contextualize the company's recent bombshell announcement of its Cinema Camera.

On 29th January last year, the board of Lytro made the decision to kill off its consumer division. It was a painful choice, but a clear one. Mere fascination in the magical properties of Light Field still cameras was not enough to sustain a profitable business in consumer cameras that made files four times the size of "normal" cameras and which were of lower resolution.

In this blog post, Lytro CEO Jason Rosenthal explains the background to the company's exit from the consumer market. While this was written some days before the Lytro Cinema Camera announcement and therefore doesn't mention it directly, it sheds some light on why the comopany has gone after more compelling markets like Virtual Reality and – we now know –  digital cinema.

It's a compelling read!


Tags: Production


Related Articles

2 August, 2020

This is how the first DV cameras changed video production forever

The 1980s were the decade when video began to encroach on film – certainly for TV, if not for cinema. The 1990s was the decade when digital cameras...

Read Story

1 August, 2020

This is one of the biggest influencers on modern video you might not have heard of

If you’ve started using cameras in the last few years you might not be aware of just how far cameras have come. For some time one of the go-to...

Read Story

31 July, 2020

Why do we keep thinking in 35mm for focal lengths?

Replay: Do we really need to keep using 35mm as our baseline for focal lengths, or is there a much better way?

Read Story